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||Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces||Marketing Science||Digital / Social Media||Free|
|6/2018||Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces||Marketing Science||Digital / Social Media||Free|
|1/2016||Exploring the integration of social media within integrated marketing communication frameworks||Marketing Intelligence & Planning||Digital / Social Media||$|
|3/2014||Focus On People, Processes, And Technology To Achieve Mix Optimization Mastery||Forrester||Any Marketing Channel||$|
|3/2015||From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness||Marketing Letters||Digital / Social Media||$|