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
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

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