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 Publication Marketing Channel Pay/Freesort descending
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