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
8/2011 Measuring the Lifetime Value of Customers Acquired from Google Search Advertising Marketing Science Digital / Social Media Free
7/2011 How To Measure The Brand Impact Of Paid Search Forrester Digital / Social Media Free
7/2011 The Five Ways Interactive Marketers Should Use Social Data Forrester Digital / Social Media $
6/2011 Brand And The Impact For eBusiness Forrester Digital / Social Media $
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 $

Pages