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.

Attribution Research

Date Title Publication Marketing Channel Pay/Freesort descending
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
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
9/2015 State of Marketing Attribution in Asia Pacific Econsultancy Any Marketing Channel Free
3/2015 Marketers Focus on Making Attribution Data Actionable eMarketer Any Marketing Channel Free
7/2011 How To Measure The Brand Impact Of Paid Search Forrester Digital / Social Media Free
8/2016 Attribution Is Becoming More of a Priority for Marketers eMarketer Any Marketing Channel Free
2/2015 2015 State of Digital Marketing State of Digital Marketing Any Marketing Channel Free
3/2016 Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases European Scientific Journal Any Marketing Channel Free
8/2012 Media exposure through the funnel: A model of multi-stage attribution Carnegie Mellon University Heinz College Research Digital / Social Media Free
6/2016 Executives Reveal the Potential, and Pain Points, of Marketing Attribution eMarketer Any Marketing Channel Free
12/2014 Unsophisticated Attribution Models Hurt Retargeting eMarketer Digital / Social Media Free
9/2015 The Print Campaign Analysis  Magazine Publishers Assn. Digital / Social Media, Mobile, Print Free
3/2015 Beyond the last touch: Attribution in online advertising University of Pennslyvania- The Wharton School Digital / Social Media Free
1/2015 State of the Industry: A close look at retargeting and the programmatic marketer AdRoll Any Marketing Channel Free
9/2015 What Can Neuroscience Tell Us About Why Print Magazine Advertising Works? Magazine Publishers Assn. Digital / Social Media, Direct Mail Free

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