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.
|3/2016||Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results||Gartner||Digital / Social Media||$|
|3/2016||2015 Full Year IAB Consumer Usage Digital Trend Report||Interactive Advertising Bureau||Digital / Social Media, Emerging Channels, Mobile||Free|
|1/2016||Exploring the integration of social media within integrated marketing communication frameworks||Marketing Intelligence & Planning||Digital / Social Media||$|
|1/2016||Response Rate Report||Marketing Insights||Any Marketing Channel||$|
|11/2015||What is an Untrustworthy Supply Chain Costing the US Digital Advertising Industry?||Internet Advertising Bureau||Digital / Social Media||Free|