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
11/2015 What is an Untrustworthy Supply Chain Costing the US Digital Advertising Industry? Internet Advertising Bureau Digital / Social Media Free
10/2015 Market Guide for Mobile Marketing Analytics Gartner Mobile $
10/2015 Tracking: The Key to Digital Marketing Attribution Franchising World Digital / Social Media Free
10/2015 Knowledge Holds Back Marketing Attribution in APAC eMarketer Digital / Social Media Free
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 $