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Attribution

Find the latest and most impactful research on the measurement of marketing ROI and attribution here. All the research listed comes from the ARF or one of its subsidiaries: The Journal of Advertising Research (JAR), the Marketing Science Institute (MSI) or the Coalition for Innovative Media Measurement (CIMM). Feel free to bookmark this page, as it will be updated periodically.

MSI: Attribution Modeling–Understanding the Influence of Channels in the Online Purchase Funnel

Proposes a framework to understand the influence of channels in the online purchase funnel; develops a three-level measurement model of customers’ consideration of online channels/sources, their visits through these channels over time, and subsequent purchase at the website. [See his related Webinar 2020: Getting Attribution Right for Your Bottom Line]

Read the working paper.