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 Titlesort descending Publication Marketing Channel Pay/Free
11/2012 "Owner" And "Sponsor" B2B Community Success Metrics Forrester Digital / Social Media $
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile Free
2/2015 2015 State of Digital Marketing State of Digital Marketing Any Marketing Channel Free
5/2015 A Diagnosis and Prescription for Marketing Performance Management: 2015 MPM Study Report Marketing Performance Management Study Report Any Marketing Channel $
2/2009 A Framework For Multicampaign Attribution Measurement Forrester Any Marketing Channel $

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