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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.

Attribution Research

Date Title Publicationsort descending Marketing Channel Pay/Free
7/2013 Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey Durham Research Online Digital / Social Media Free
9/2015 State of Marketing Attribution in Asia Pacific Econsultancy Any Marketing Channel Free
7/2015 The Role of DMPs in the Era of Data-Driven Advertising Econsultancy Digital / Social Media $
12/2014 Unsophisticated Attribution Models Hurt Retargeting eMarketer Digital / Social Media Free
3/2015 Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges eMarketer Digital / Social Media, Mobile $

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