In the early part of the 20th century, psychologist Fritz Heider began research in attribution theory.
Attribution is the process of explaining the causes of behaviors. And in marketing, researchers study the influence of marketing campaigns on decision making, namely the decision to purchase.
Today's online marketers study the forces that influence consumers to convert.
Whether it’s signing up for a demo, offer, or email list, marketing attribution allows marketer to optimize media spend and compare the value of different marketing channels. It’s the cornerstone of a good pipeline marketing organization.