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
10/2015 Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness Journal of Direct, Data and Digital Marketing Practice Digital / Social Media $
10/2015 Knowledge Holds Back Marketing Attribution in APAC eMarketer Digital / Social Media Free
9/2015 Closing the Mobile Attribution Gap eMarketer Mobile Free
9/2015 How to Measure Social Marketing ROI Gartner Digital / Social Media $
9/2015 Multi-channel attribution and its role in marketing investment Journal of Digital & Social Media Marketing Any Marketing Channel $

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