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

Date Title Publication Marketing Channel Pay/Freesort descending
3/2013 Advertising Analytics 2.0 Harvard Business Review Any Marketing Channel 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
4/2015 How Are Marketers Using Data? eMarketer Any Marketing Channel Free

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