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Attribution Management: Common Myths & Misconceptions
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Attribution Management: Common Myths & Misconceptions

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The latest webinar in the Attribution Management Forum series is now available. Attribution Management: Common Myths & Misconceptions provides an overview of the 12 most commonly held beliefs about …

The latest webinar in the Attribution Management Forum series is now available. Attribution Management: Common Myths & Misconceptions provides an overview of the 12 most commonly held beliefs about the concept of attribution management. Other topics discussed in the webinar include:

* How to analyze your current attribution management status (or lack of it);
* Are there any good tools available?
* Which ads and sources should get credit?
* Is path analysis a waste of time?
* Will attribution pull dollars away from search?
* And much more

Published in: Technology, Business

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  • Goal: Show the right display ad on the right network on the right sites to the right audience
  • Transcript

    • 1. Attribution Management Forum 7Myths and Misconceptions
      Presented by:
      Adam Goldberg
      Co-Founder and Chief Innovation Officer
      ClearSaleing Inc.
      1
    • 2. 1) I don’t have an attribution problem
    • 3. Do I have an attribution problem?
      Multiple ad sources
      Big advertising budgets
      Sales cycles
      Visits/conversion
      Self-fulfilling prophecy
    • 4. 2) Last click is the chosen one
      Hence,
      Last Click
    • 5. The birth of last click
      Came from Web Analytics
      Trying to solve what customers do on site
      Not the path they took to get there
      Only last click was exposed
      Happenstance
    • 6. 3) No good methods for assigning credit
    • 7. Perfect or bust
      “The perfect is the enemy of the good”
      -Volaire-
    • 8. Many methods better than last click
      Not easy
      Not 100% accurate
      What’s the alternative?
      Simple models are very effective
      Even with brand exclusions
      Last Click
      Even
      Exclusions
      Rules Based
      Algorithmic
    • 9. 4) There are no good tools
    • 10. Forrester Wave on Interactive Attribution
    • 11. Downloads
      11
      Forrester Wave on Interactive Attribution
      www.ClearSaleing.com
      Attribution Management Buyers Guide
      www.clearsaleing.com/product/accurate-attribution-management/
    • 12. 5) Attribution can be done with web analytics
    • 13. Graphic design can be done in Word™
      Might see path of clicks
      What about display view-throughs?
      Email?
      SEO?
      Affiliates?
      Offline conversions?
      How do you value each step in the path
      Is it actionable?
      Time
      Bid Management
    • 14. 6) Attribution can be done in a silo
    • 15. I have swampland in Florida to sell you
      Hottest topic in online marketing
      Checking the box on marketing collateral
      Ignores everything but search
      Better than last click
    • 16. 7) Attribution is buying the right mix of media
    • 17. One side of the attribution coin
      Partially true
      Project vs. Operational attribution
      AKA Media Mix Modeling
      Very important
      Everyone should be doing this
      Not validating what has been done
    • 18. 8) Pulls dollars away from search
    • 19. Pulls dollars from search to search
      Not true
      Client’s search budgets are increasing
      Reduces value of brand terms
      Increases value of general terms
      Values introducer and influencers
      i.e. Top of the funnel
    • 20. 9) Path Analysis is a waste of time
    • 21. Interesting vs. Actionable
      Agree if it takes you hours upon hours to assemble paths
      Pull in spend data
      Pull in each step
      Match conversion
      Compile path reports
      Brand as navigation
      Affiliates as closers
      Path analysis will change the way you think about marketing
    • 22. The Purchase PathSource-Level View
      22
    • 23. The Purchase PathAd-Level View
      23
    • 24. The Purchase PathClick Path Details / Product(s) Sold
      24
    • 25. The Purchase PathClick Path Details / Product(s) Sold
      25
    • 26. 10) A/B testing is effective for attribution
    • 27. If time weren’t an issue…
      Test needs to be longer than avg. sales cycle
      Tests aren’t cheap
      How much time do you want to be in test mode?
      Dozens of tests need to be performed to get to answers that analytics can provide concurrently
    • 28. A ‘simple’ A/B test
      28
      Network 1
      Network 2
      Website 1
      Website 2
      Creative 1
      Creative 2
      Sales Cycle = 7 Days
      Test Cycle = 14 Days
      What about ad sizes, demographics, psychographics?
      What if there were more networks, websites, creatives etc?
    • 29. 11) Attribution takes too much time it
      29
    • 30. Attribution saves time
      Automatically calculate credit according to your attribution rules
      Same data points just more accurate values
      Decisions off more accurate data yields better outcomes
      30
    • 31. 12) Attribution is a silver bullet
      31
    • 32. People are the silver bullet
      There are no silver bullets
      It still takes competent people
      Elements like bid management can be automated
      Humans need to set rules
      32
    • 33. Contact ClearSaleing
      33
      Adam S. Goldberg
      Chief Innovation Officer
      P:614.448.2688 x902
      E:adam.goldberg@clearsaleing.com
      www.AttributionManagement.com
      www.ClearSaleing.com/Blog
      Follow ClearSaleing: http://twitter.com/ClearSaleing
    • 34. 34