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

Datesort ascending Title Publication Marketing Channel Pay/Free
3/2016 Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results Gartner Digital / Social Media $
1/2016 Exploring the integration of social media within integrated marketing communication frameworks Marketing Intelligence & Planning Digital / Social Media $
1/2016 Response Rate Report Marketing Insights Any Marketing Channel $
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 Market Guide for Mobile Marketing Analytics Gartner Mobile $
10/2015 Tracking: The Key to Digital Marketing Attribution Franchising World Digital / Social Media Free
10/2015 Knowledge Holds Back Marketing Attribution in APAC eMarketer 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 $
9/2015 Magic Quadrant for Digital Marketing Analytics Gartner Digital / Social Media $
9/2015 Closing the Mobile Attribution Gap eMarketer Mobile Free
9/2015 How to Measure Social Marketing ROI Gartner Digital / Social Media $
9/2015 Multi-channel attribution and its role in marketing investment Journal of Digital & Social Media Marketing Any Marketing Channel $
9/2015 Do display ads influence search? Attribution and dynamics in online advertising International Journal of Research in Marketing Digital / Social Media $
9/2015 State of Marketing Attribution in Asia Pacific Econsultancy Any Marketing Channel Free
9/2015 The Print Campaign Analysis  Magazine Publishers Assn. Digital / Social Media, Mobile, Print Free
9/2015 What Can Neuroscience Tell Us About Why Print Magazine Advertising Works? Magazine Publishers Assn. Digital / Social Media, Direct Mail Free
7/2015 DMPs Drive Data-Driven Marketing Success eMarketer Any Marketing Channel Free
7/2015 The Role of DMPs in the Era of Data-Driven Advertising Econsultancy Digital / Social Media $
7/2015 Why Marketers Haven't Mastered Multichannel eMarketer Any Marketing Channel Free
6/2015 Marketers Value Intent Data, but Struggle with Application eMarketer Digital / Social Media Free
5/2015 Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking Managerial and Decision Economics Digital / Social Media Free
5/2015 Intent Data Can Sharpen Your Competitive Edge Forrester Digital / Social Media Free
5/2015 Are Marketers Measuring Their Business Value? eMarketer Any Marketing Channel Free

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