Use the graphic below to navigate the different sections of Attribution
Marketing attribution is assigning “credit” to each marketing channel touched by a consumer when making a purchasing decision. There are a number of approaches to attributing sales, and 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 to help you understand the twisting path a consumer takes in their decision-making process. It will help marketers make informed decisions about how to best prioritize their budgets by learning more about marketing attribution.
|10/2014||Mapping the Customer Journey: A Graph-Based Framework for Online Attribution Modeling||Social Science Research Network||Digital / Social Media||Free|
|11/2014||Television Advertising and Online Shopping||Marketing Science||TV / Radio||$|
|11/2014||Media mix modeling - A Monte Carlo simulation study||Journal of Marketing Analytics||Any Marketing Channel||Free|
|11/2014||Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing||Forrester||Digital / Social Media||$|
|11/2014||Estimating the incremental effects of interactions for marketing attribution||Behavior, Economic and Social Computing (BESC), 2014 International Conference||Digital / Social Media||$|