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.
|9/2015||Closing the Mobile Attribution Gap||eMarketer||Mobile||Free|
|9/2015||How to Measure Social Marketing ROI||Gartner||Digital / Social Media||$|
|9/2015||Multi-channel attribution and its role in marketing investment||Journal of Digital & Social Media Marketing||Any Marketing Channel||$|
|9/2015||Do display ads influence search? Attribution and dynamics in online advertising||International Journal of Research in Marketing||Digital / Social Media||$|
|9/2015||State of Marketing Attribution in Asia Pacific||Econsultancy||Any Marketing Channel||Free|