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

Datesort ascending Title Publication Marketing Channel Pay/Free
3/2016 Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases European Scientific Journal Any Marketing Channel Free
1/2016 Exploring the integration of social media within integrated marketing communication frameworks Marketing Intelligence & Planning Digital / Social Media $
1/2016 Response Rate Report Marketing Insights Any Marketing Channel $
11/2015 Marketers Still Struggle with Cross-Channel Measurement eMarketer Any Marketing Channel Free
11/2015 Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry Journal of Hospitality Marketing & Management Digital / Social Media $