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 ascending
6/2016 Using lift-testing to measure the true value of digital marketing in the cross-device world Applied Marketing Analytics Digital / Social Media $
3/2015 The State Of Cross-Channel Attribution Technologies 2015 The Marketing Measurement And Insights Playbook for 2016 Any Marketing Channel $
11/2014 Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing Forrester Digital / Social Media $
11/2011 Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards Forrester Digital / Social Media $
9/2015 Multi-channel attribution and its role in marketing investment Journal of Digital & Social Media Marketing Any Marketing Channel $