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
5/2015 Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking Managerial and Decision Economics Digital / Social Media Free
4/2015 How Are Marketers Using Data? eMarketer Any Marketing Channel 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
3/2015 From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness Marketing Letters Digital / Social Media $
3/2015 Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges eMarketer Digital / Social Media, Mobile $
3/2015 The State Of Cross-Channel Attribution Technologies 2015 The Marketing Measurement And Insights Playbook for 2016 Any Marketing Channel $
3/2015 Marketers Focus on Making Attribution Data Actionable eMarketer Any Marketing Channel Free
3/2015 Beyond the last touch: Attribution in online advertising University of Pennslyvania- The Wharton School Digital / Social Media Free
2/2015 The Value of a Digital Ad ComScore Digital / Social Media Free
2/2015 Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending and Mobile Commerce Sales Differ by Channel eMarketer Digital / Social Media, Mobile $
2/2015 2015 State of Digital Marketing State of Digital Marketing Any Marketing Channel Free
1/2015 How to Determine Social Marketing Revenue Attribution Gartner Any Marketing Channel $
1/2015 Quantifying Online Advertising Fraud: Ad-Click Bots vs Humans Oxford BioChronometrics SA Digital / Social Media Free
1/2015 Sailing the seven C ' s of blog marketing: understanding social media and business impact Marketing Intelligence & Planning Digital / Social Media $
1/2015 State of the Industry: A close look at retargeting and the programmatic marketer AdRoll Any Marketing Channel Free
12/2014 Use Cross-Channel Attribution To Understand Marketing Effectiveness Forrester Any Marketing Channel $
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers Digital / Social Media Free
12/2014 Unsophisticated Attribution Models Hurt Retargeting eMarketer Digital / Social Media Free
12/2014 Market Guide for Web Analytics for Marketing Gartner Digital / Social Media $
11/2014 Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing Forrester Digital / Social Media $
11/2014 Estimating the incremental effects of interactions for marketing attribution Behavior, Economic and Social Computing (BESC), 2014 International Conference Digital / Social Media $
11/2014 Television Advertising and Online Shopping Marketing Science TV / Radio $
11/2014 Media mix modeling - A Monte Carlo simulation study Journal of Marketing Analytics 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
8/2014 The challenge of digital marketing attribution across internet devices Applied Marketing Analytics Digital / Social Media Free