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 descending
3/2017 The State of Performance Marketing 2017 Ad Roll Digital / Social Media Free
7/2015 DMPs Drive Data-Driven Marketing Success eMarketer Any Marketing Channel Free
2/2015 The Value of a Digital Ad ComScore Digital / Social Media Free
3/2017 The Power of A/B Testing Marketo Any Marketing Channel Free
6/2016 An Independent Study of Media Transparency in the U.S. Advertising Industry Association of National Advertisers Digital / Social Media Free
4/2017 Study: Marketers Renew Interest in Cross-Channel Attribution eMarketer Any Marketing Channel Free
7/2015 Why Marketers Haven't Mastered Multichannel eMarketer Any Marketing Channel Free
11/2015 What is an Untrustworthy Supply Chain Costing the US Digital Advertising Industry? Internet Advertising Bureau Digital / Social Media Free
8/2014 The challenge of digital marketing attribution across internet devices Applied Marketing Analytics Digital / Social Media Free
1/2017 A Marketing Reality Check for CMOs on Revenue Attribution Aberdeen Group Digital / Social Media Free
6/2015 Marketers Value Intent Data, but Struggle with Application eMarketer Digital / Social Media Free
8/2012 Measuring and Fingerprinting Click-Spam in Ad Networks Microsoft Digital / Social Media Free
5/2017 Multichannel Attribution in 2017 eMarketer Any Marketing Channel Free
5/2015 Intent Data Can Sharpen Your Competitive Edge Forrester Digital / Social Media Free
1/2015 Quantifying Online Advertising Fraud: Ad-Click Bots vs Humans Oxford BioChronometrics SA Digital / Social Media Free
4/2017 The Past, Present, and Future of Attribution Ad Roll Any Marketing Channel Free
5/2015 Are Marketers Measuring Their Business Value? eMarketer Any Marketing Channel Free
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers Digital / Social Media Free
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
10/2014 Mapping the Customer Journey: A Graph-Based Framework for Online Attribution Modeling Social Science Research Network Digital / Social Media Free
4/2015 System and method for specification of a marketing mix econometric model using feedback from a digital attribution system Technical Disclosure Commons Any Marketing Channel Free

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