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.

Attribution Research

Date Title Publicationsort descending Marketing Channel Pay/Free
5/2017 Multichannel Attribution in 2017 eMarketer Any Marketing Channel Free
5/2015 Are Marketers Measuring Their Business Value? eMarketer Any Marketing Channel Free
4/2015 How Are Marketers Using Data? eMarketer Any Marketing Channel Free
3/2015 Marketers Focus on Making Attribution Data Actionable eMarketer Any Marketing Channel Free
12/2014 Unsophisticated Attribution Models Hurt Retargeting eMarketer Digital / Social Media Free