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 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 $
1/2017 A Marketing Reality Check for CMOs on Revenue Attribution Aberdeen Group Digital / Social Media Free
3/2013 Advertising Analytics 2.0 Harvard Business Review 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
5/2015 Are Marketers Measuring Their Business Value? eMarketer Any Marketing Channel Free
2/2014 Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment Journal of Marketing Research Any Marketing Channel $
8/2016 Attribution Is Becoming More of a Priority for Marketers eMarketer Any Marketing Channel Free
6/2017 B2B Marketing Attribution 101 Bizable Any Marketing Channel Free
3/2015 Beyond the last touch: Attribution in online advertising University of Pennslyvania- The Wharton School Digital / Social Media Free
6/2011 Brand And The Impact For eBusiness Forrester Digital / Social Media $
3/2011 Branding Value Of Paid Search Forrester Digital / Social Media $
11/2011 Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards Forrester Digital / Social Media $
9/2015 Closing the Mobile Attribution Gap eMarketer Mobile Free
9/2013 Combining Online, Print Increases Ad Effectiveness Newspaper Research Journal Digital / Social Media, Direct Mail, Print $
5/2015 Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking Managerial and Decision Economics Digital / Social Media Free
3/2015 Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges eMarketer Digital / Social Media, Mobile $
6/2016 Customer-centricity and marketing attribution: Here is why it matters and how to get started Applied Marketing Analytics Any Marketing Channel $
4/2014 Decipher The Digital Intelligence Technology Code Forrester Digital / Social Media $
4/2013 Determine The Best Attribution Provider Based On Long-Term Measurement Needs Forrester Any Marketing Channel $
7/2015 DMPs Drive Data-Driven Marketing Success eMarketer Any Marketing Channel Free
9/2015 Do display ads influence search? Attribution and dynamics in online advertising International Journal of Research in Marketing Digital / Social Media $