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The American Attribution Index: Using Attribution Management to Improve Media Mix Allocation

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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 …

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

Published in: Business, Technology

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  • If we want to go beyond first click, last click, or even attribution do you provide guidance and/or professional services to help us build custom attribution models?
  • Transcript

    • 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
    • 2. Viewing Tips
      • Turn Off Pop-Up Blockers
      • 3. Technical difficulties?
      • 4. Click on “Help?” link
      • 5. Use Q+A box
      • 6. Submitting questions to speaker
      • 7. Q+A session at end of webcast
      • 8. Use “Ask a Question” box to submit questions
      • 9. Send questions at any time
    • Adam Goldberg, Chief Innovation Officer
      • Co-Founded ClearSaleing Inc. in 2006
      Columbus, OH
      • Started Google’s inside sales organization in 2003-2006
      New York City, NY
      • Started Actuate’s inside sales organization in 2000-2003
      San Francisco, CA
      • Worked for Oracle Corp. in 1998-2000 in Major Account Sales
      Redwood Shores, CA
      • Speaker and Trainer at events such as:
      (SMX), (SES), (DMA)
    • 10. Dr. PurushPapatla
      • President and Founder; Vetra Analytics
      • 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.
    • 20. AAI AGGREGATE INDICES MAKEUP
      Given that company size and level of advertising budget often dictate the range and mix of advertising sources employed, the AAI: Aggregate will be comprised of 3 sub-indices:
      • Large Advertisers > $2M yr in online ad spend
      • 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