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 ascending Marketing Channel Pay/Free
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 $
10/2015 Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness Journal of Direct, Data and Digital Marketing Practice Digital / Social Media $
9/2015 Multi-channel attribution and its role in marketing investment Journal of Digital & Social Media Marketing Any Marketing Channel $

Pages