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
7/2014 Market Guide for Advanced Marketing Analytics Platforms Gartner Digital / Social Media $
4/2014 Decipher The Digital Intelligence Technology Code Forrester Digital / Social Media $
4/2014 Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion Management Science Digital / Social Media $
3/2014 Focus On People, Processes, And Technology To Achieve Mix Optimization Mastery Forrester Any Marketing Channel $
2/2014 Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment Journal of Marketing Research Any Marketing Channel $
11/2013 Perspectives on Big Data Journal of Marketing Analytics Any Marketing Channel $
10/2013 Social Media Metrics — A Framework and Guidelines for Managing Social Media Journal of Interactive Marketing Digital / Social Media $
9/2013 Combining Online, Print Increases Ad Effectiveness Newspaper Research Journal Digital / Social Media, Direct Mail, Print $
7/2013 Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey Durham Research Online Digital / Social Media Free
5/2013 The Impact of Ad Tech on Digital Marketing Operations Gartner Digital / Social Media $
5/2013 The Forrester Wave™: Marketing Mix Modeling, Q2 2013 Forrester Any Marketing Channel $
4/2013 How to Evaluate Providers for Attribution Modeling Gartner Any Marketing Channel $
4/2013 Determine The Best Attribution Provider Based On Long-Term Measurement Needs Forrester Any Marketing Channel $
3/2013 Advertising Analytics 2.0 Harvard Business Review Any Marketing Channel Free
11/2012 "Owner" And "Sponsor" B2B Community Success Metrics Forrester Digital / Social Media $
10/2012 What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Impact Performance of Marketing Mix Activities? Journal of Marketing Any Marketing Channel Free
8/2012 Measuring and Fingerprinting Click-Spam in Ad Networks Microsoft Digital / Social Media Free
8/2012 Media exposure through the funnel: A model of multi-stage attribution Carnegie Mellon University Heinz College Research Digital / Social Media Free
6/2012 Social Media Metrics That Matter Forrester Digital / Social Media $
5/2012 Making The Case For Interactive Attribution In Your Organization Forrester Report Digital / Social Media $
4/2012 The Facebook Factor Forrester Digital / Social Media $
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 $
11/2011 Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards Forrester Digital / Social Media $
11/2011 Driving Online and Offline Sales: The Cross-Channel Effects of Digital versus Traditional Advertising Journal of Marketing Research Any Marketing Channel $
9/2011 Use Interactive Marketing Dashboards To Improve Decision-Making Forrester Digital / Social Media $