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.
|7/2018||Mobile Advertising: A Framework and Research Agenda||Journal of Interactive Marketing||Mobile||Free|
|6/2018||Mobile Advertising: A Framework and Research Agenda||Journal of Interactive Marketing||Mobile||Free|
|11/2015||Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry||Journal of Hospitality Marketing & Management||Digital / Social Media||$|
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|9/2015||Multi-channel attribution and its role in marketing investment||Journal of Digital & Social Media Marketing||Any Marketing Channel||$|