Use the graphic below to navigate the different sections of Attribution

Marketing attribution is assigning “credit” to each marketing channel touched by a consumer when making a purchasing decision. There are a number of approaches to attributing sales, and 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 to help you understand the twisting path a consumer takes in their decision-making process. It will help marketers make informed decisions about how to best prioritize their budgets by learning more about marketing attribution.

Attribution Research

Datesort descending Title Publication Marketing Channel Pay/Free
2/2009 A Framework For Multicampaign Attribution Measurement Forrester Any Marketing Channel $
3/2009 Measuring marketing: McKinsey Global Survey Results McKinsey & Company Any Marketing Channel Free
10/2009 The Interactive Attribution Landscape Forrester Digital / Social Media $
1/2011 The Attribution Readiness Self-Test Forrester Any Marketing Channel $
3/2011 Branding Value Of Paid Search Forrester Digital / Social Media $

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