Recently, ClearSaleing Inc and Vetra Analytics announced the publication of the first-ever attribution management index. The American Attribution Index (AAI) measures the relative effectiveness of each online advertising source and influence factor on consumer purchases and conversions. Other topics covered in this informative and groundbrekaing webinar include: * How to discover the relative importance of online media sources in influencing purchase decisions. * How you can benchmark against your competitors using the vertical attribution indices. * How you can use an attribution index customized for your company to improve the allocation of your online advertising investments. To watch the on-demand version of the live webinar, please visit: AttributionManagement.com or www.searchmarketingnow.com/on-demand

1. The American Attribution Index: Using Advertising Attribution Management to Improve Media Mix Allocation Thursday, October 1, 2009 1 PM EDT Speakers: Adam Goldberg PurushPapatla

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11. Published in top-tier marketing journals» Marketing Science» Journal of Marketing Research» Journal of Business Research» Journal of Retailing» Journal of Interactive Marketing

12. CLEARSALEINGDEFINED Clear’-Sale’ing (klir sāl ing) n. 1. an advertising technology and analytics company 2.the only effective way to manage an online advertising portfolio and increase profit (ROI) for online advertisers v. 1. continually improving the ROI of online advertising campaigns 2. easily andtransparently increasing sales and profits

13. The American Attribution Index: Using Advertising Attribution Management to Improve Media Mix Allocation Thursday, October 1, 2009 1 PM EDT Speakers: Adam Goldberg PurushPapatla

14. EVOLUTIONOF ATTRIBUTION MANAGEMENT Last Click Even Exclusions Rules Based Mathematical

15. Poll Question 1 Currently, how are you attributing conversion credit to your various ad sources? Last click Other attribution method

16. The American Attribution Index (AAI) is the first-ever attribution management index that measures the relative effectiveness of each online advertising source and influence factor on consumer purchases and conversions. THE AMERICAN ATTRIBUTION INDEX (AAI)

17. THREE SUBSETS OF AAI AAI: Aggregate Indices AAI: Vertical Industry Indices AAI: Company-Specific Indices

18. AAI AGGREGATE INDICES The Aggregate Indices serve as important barometers of each advertising source’s relative impact and influence on consumers' purchasing decisions. Since they represent an aggregate measure across all industries and companies, the Aggregate Indices should not be used to make advertising allocation decisions for a specific company.

19. AAI AGGREGATE INDICES The Aggregate Indices can be used, however, to gain strategic insight into the relative influence and trends of the respective advertising sources in general.

21. Medium Advertisers $300K to $2M yr in online ad spend

22. Small Advertisers < $300K yr in online ad spend* The size breakdown could change in the future

23. NO HYPOTHESIS

24. STATISTICAL MODELS & DISCRETE DATA ANALYSES

25. INFLUENCE POTENTIAL

26. RATE OF DECAY

27. ABANDONED PATHS

28. PURCHASE AND ABANDONED PATHS 1,300,000+ 500,000+ Purchase 800,000+ Abandoned

29. STEP1 ClearSaleing and Vetra Analytics built several statistical models to evaluate visitor buying behavior using Purchase Path data collected by the ClearSaleing platform for a particular company.

30. STEP 2 Next, the models were tested and calibrated against actual historical data to ensure that the models were able to perform well in capturing, explaining and predicting buyer behavior.

31. STEP 3 The best model was then selected. Using the outputs of this model, channel-specific attributions were developed.

32. STEP 4 Next, the channel-specific attributions were used to develop influence weights for each channel (advertising source), where the influence weight represented how much influence a given source had in affecting a visitor’s decision to buy or not buy.

33. STEP 5 These four steps were then repeated for multiple companies in multiple industry sectors.

34. STEP 6 The companies were then segmented based on several criteria, such as total ad-spend or the company&apos;s vertical industry.

35. STEP 6 The influence weights were then aggregated across companies within a segment.

36. STEP 6 Segment-specific indices were then developed: AAI: Aggregate AAI: Vertical Industry Indices

37. THE AMERICAN ATTRIBUTION INDEX

38. Poll Question 2 What challenges have you run into when trying to build an attribution model? 1. Our technology cannot track beyond the last ad clicked 2. We cannot build a sound mathematical model 3. We cannot incorporate offline, social media, and word of mouth advertising 4. All of the above 5. We haven’t tried to build an attribution model

39. ATTRIBUTES OF AD SOURCES

40. FURTHER ATTRIBUTES OF AD SOURCES Google Other Model Number Product Name Competitor General

41. MODELINGTHE INFLUENCE POTENTIAL INFLUENCE POTENTIALof an influencer = f (# of exposures, when each of the exposures occurred, decay rate of the effect of exposures)

42. HOW TO DO CALCULATIONON INDIVIDUAL PATHS Take weights of ad sources from pie chart Normalize the ad sources used in that Path to 100% Example -&gt;

43. EXAMPLEOF NORMALIZING TO 100%

44. Poll Question 3 How do you see your company incorporating Attribution Management into your marketing decisions going forward? 1.) Build an in-house technical solution 2.) Purchase a third party solution 3.) Rely on your current agency or hire an agency 4.) Use the tools you have today

45. REGULAR ONGOING ACCESS TO AAI CRITICAL (1) the continual addition of more and more data from the new companies who join AAI (2) changes that occur in macroeconomic environmental factors (3) changes that occur in advertising options and measurement technology.

46. AAIUPDATES

47. AAIVERTICALIZATION TODAY eTail Finance

48. ANECDOTAL’REASONS’ BEHIND THE RESULTS Why are there such differences in weights between companies that have different ad spend? Why does email and comparison shopping have such little influence? What changes do we expect to see as more company’s data is incorporated into the AAI?

49. AUDIENCEQUESTIONS ?

50. Questions? Adam Goldberg- www.attributionmanagement.com info@attributionmanagement.com www.clearsaleing.com www.searchmarketingnow.com webcasts@searchmarketingnow.com Upcoming SMN webcast: October 13, PPC Negative Keywords: Maximizing the Positive Effect