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 ascending Title Publication Marketing Channel Pay/Free
11/2015 Marketers Still Struggle with Cross-Channel Measurement eMarketer Any Marketing Channel Free
11/2015 Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry Journal of Hospitality Marketing & Management Digital / Social Media $
11/2015 What is an Untrustworthy Supply Chain Costing the US Digital Advertising Industry? Internet Advertising Bureau Digital / Social Media Free
10/2015 Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness Journal of Direct, Data and Digital Marketing Practice Digital / Social Media $
10/2015 Knowledge Holds Back Marketing Attribution in APAC eMarketer Digital / Social Media Free

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