Marketing attribution is assigning credit to each marketing channel touched by a consumer when making a purchasing decision. In today’s multi-channel environment, precisely attributing the source of a lead or purchase has never been more complicated. Yet, future campaign strategies and spend, hinge on determining the value of each marketing touchpoint. This page includes research about understanding the twisting path a consumer takes in their decision-making process will help marketers make informed decisions about how to best prioritize their budgets by learning about marketing attribution.
|5/2016||Media Buyers in France See Changing Attribution Models as Risky||eMarketer||Any Marketing Channel||Free|
|4/2016||Embracing the Unique Viewer||FreeWheel||Any Marketing Channel||Free|
|4/2016||Magic Quadrant for Multichannel Campaign Management||Gartner||Digital / Social Media||$|
|3/2016||Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results||Gartner||Digital / Social Media||$|
|3/2016||2015 Full Year IAB Consumer Usage Digital Trend Report||Interactive Advertising Bureau||Digital / Social Media, Emerging Channels, Mobile||Free|