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.
|3/2013||Advertising Analytics 2.0||Harvard Business Review||Any Marketing Channel||Free|
|10/2014||Mapping the Customer Journey: A Graph-Based Framework for Online Attribution Modeling||Social Science Research Network||Digital / Social Media||Free|
|7/2013||Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey||Durham Research Online||Digital / Social Media||Free|
|6/2017||B2B Marketing Attribution 101||Bizable||Any Marketing Channel||Free|
|10/2015||Knowledge Holds Back Marketing Attribution in APAC||eMarketer||Digital / Social Media||Free|