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 Publicationsort descending Marketing Channel Pay/Free
4/2012 Impact of ad impressions on dynamic commercial actions: value attribution in marketing campaigns 21st International Conference on World Wide Web Any Marketing Channel $
1/2017 A Marketing Reality Check for CMOs on Revenue Attribution Aberdeen Group Digital / Social Media Free
4/2017 The Past, Present, and Future of Attribution Ad Roll Any Marketing Channel Free
1/2017 The Blended Attribution Playbook Ad Roll Digital / Social Media Free
3/2017 The State of Performance Marketing 2017 Ad Roll Digital / Social Media Free
1/2015 State of the Industry: A close look at retargeting and the programmatic marketer AdRoll Any Marketing Channel Free
8/2014 The challenge of digital marketing attribution across internet devices Applied Marketing Analytics Digital / Social Media Free
6/2016 Customer-centricity and marketing attribution: Here is why it matters and how to get started Applied Marketing Analytics Any Marketing Channel $
6/2016 Using lift-testing to measure the true value of digital marketing in the cross-device world Applied Marketing Analytics Digital / Social Media $
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers Digital / Social Media Free
6/2016 An Independent Study of Media Transparency in the U.S. Advertising Industry Association of National Advertisers Digital / Social Media Free
11/2014 Estimating the incremental effects of interactions for marketing attribution Behavior, Economic and Social Computing (BESC), 2014 International Conference Digital / Social Media $
6/2017 B2B Marketing Attribution 101 Bizable Any Marketing Channel Free
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel 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
2/2015 The Value of a Digital Ad ComScore Digital / Social Media 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
9/2015 State of Marketing Attribution in Asia Pacific Econsultancy Any Marketing Channel Free
7/2015 The Role of DMPs in the Era of Data-Driven Advertising Econsultancy Digital / Social Media $
5/2017 Multichannel Attribution in 2017 eMarketer Any Marketing Channel Free
5/2015 Are Marketers Measuring Their Business Value? eMarketer Any Marketing Channel Free
4/2015 How Are Marketers Using Data? eMarketer Any Marketing Channel Free
3/2015 Marketers Focus on Making Attribution Data Actionable eMarketer Any Marketing Channel Free
12/2014 Unsophisticated Attribution Models Hurt Retargeting eMarketer Digital / Social Media Free
3/2015 Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges eMarketer Digital / Social Media, Mobile $