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.
|3/2011||Branding Value Of Paid Search||Forrester||Digital / Social Media||$|
|1/2011||The Attribution Readiness Self-Test||Forrester||Any Marketing Channel||$|
|10/2009||The Interactive Attribution Landscape||Forrester||Digital / Social Media||$|
|3/2009||Measuring marketing: McKinsey Global Survey Results||McKinsey & Company||Any Marketing Channel||Free|
|2/2009||A Framework For Multicampaign Attribution Measurement||Forrester||Any Marketing Channel||$|