Attribution Management Forum 2.0 Adam Goldberg, ClearSaleing Thursday, January 29, 2009 1 PM EST ClearSaleing Confidential

www. clear sale ing .com ClearSaleing Confidential

Mechanics of the survey Present a Purchase Pathâ„¢ Example: Search -> Search -> Search = Sale Example: Banner Impression -> Search =Sale Present 2-4 Attribution Rules Based on the Purchase Pathâ„¢ Audience Votes on the Best Rule Results Shared Repeat ClearSaleing Confidential

Present a Purchase Pathâ„¢

Example: Search -> Search -> Search = Sale

Example: Banner Impression -> Search =Sale

Present 2-4 Attribution Rules Based on the Purchase Pathâ„¢

Audience Votes on the Best Rule

Results Shared

Repeat

Attribution Management Forum 2.0 Results Key PP: Purchase Path AM: Attribution Management Titles with (*) are audience suggested Purchase Path’s that were submitted after the first Forum The results based on experience depended on the poll pre-screening questions and whether or not the audience member is currently performing Attribution Management or tracking Purchase Path’s ClearSaleing Confidential

PP: Purchase Path

AM: Attribution Management

Titles with (*) are audience suggested Purchase Path’s that were submitted after the first Forum

The results based on experience depended on the poll pre-screening questions and whether or not the audience member is currently performing Attribution Management or tracking Purchase Path’s

Search Search Search* January 1 Running Shoes January 15 Woman’s Nike Shox $ January 30 Nike Shox Turbo VII ClearSaleing Confidential

1. Is last, first, or even attribution the better rule? A C ClearSaleing Confidential Search Search Search Sale 33.33% 33.33% 33.33% Search Search Search Sale 100% 0% 0% Search Search Search Sale 0% 0% 100%

A - Even = 33%, 33%, 33% B - First= 100%, 0%, 0% C - Last = 0%, 0%, 100%Â Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule? Sorted by Experience level ClearSaleing Confidential

Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule? Sorted by business type ClearSaleing Confidential

Product sold unrelated to the ads Running Shoes Woman’s Nike Shox Finish Line ClearSaleing Confidential

2. If product sold is unrelated to the ads, which ad(s) gets credit? A B C ClearSaleing Confidential Search Search Branded Search Sale 33.33% 33.33% 33.33% Search Search Branded Search Sale 50% 50% 0% Search Search Branded Search Sale 0% 0% 100%

A - Even = 33%, 33%, 33% B - First= 50%, 50%, 0% C - Last= 0%, 0%, 100% Poll 2 Results from AMF 2.0: If product sold is unrelated to the ads, which ad(s) gets credit? Sorted by experience level ClearSaleing Confidential

Poll 2 Results from AMF 2.0: If product sold is unrelated to the ads, which ad(s) gets credit? Sorted by business type ClearSaleing Confidential

Search followed by Banner Impressions (not clicks)* Flowers $ ClearSaleing Confidential

3. Are banner impressions equal to ad clicks? A B C ClearSaleing Confidential Search Banner Impression Banner Impression Sale 33.33% 33.33% 33.33% Search Banner Impression Banner Impression Sale 100% 0% 0% Search Banner Impression Banner Impression Sale 50% 25% 25%

Poll 3 Results from AMF 2.0: Search followed by Banner Impressions Sorted by experience level A - 33%, 33%, 33% B - 100%, 0%, 0% C - 50%, 25%, 25% ClearSaleing Confidential

Poll 3 Results from AMF 2.0: Search followed by Banner Impressions Sorted by business type ClearSaleing Confidential

Search followed by Banner Clicks* Flowers $ ClearSaleing Confidential

4. Are banner clicks equal to search clicks? A B C ClearSaleing Confidential Search Banner Click Banner Click Sale 33.33% 33.33% 33.33% Search Banner Click Banner Click Sale 50% 25% 25% Search Banner Click Banner Click Sale 100% 0% 0%

Poll 4 Results from AMF 2.0: Are banner clicks equal to search clicks? Sorted by experience level A - 33%, 33%, 33% B - 50%, 25%, 25% C - 100%, 0%, 0%Â ClearSaleing Confidential

Poll 4 Results from AMF 2.0: Are banner clicks equal to search clicks? Sorted by business type ClearSaleing Confidential

Lifetime Ad Value (LAV) with use of additional search SEARCH $ $ $ SEARCH ClearSaleing Confidential

5. Which search deserves more credit for the second sale? The first search The second search A B ClearSaleing Confidential Search Sale Search Sale Sale 1 + X Y

The first search

The second search

Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale? Sorted by experience level A - The first search B - The second search ClearSaleing Confidential

Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale? Sorted by business type ClearSaleing Confidential

Lifetime Ad Value (LAV) with related products SEARCH SEARCH ClearSaleing Confidential

6. Lifetime Ad Value (LAV) with related products A B C ClearSaleing Confidential Search Sale Search Sale Sale 2 0 Search Sale Search Sale Sale 1 + X Y Search Sale Search Sale Sale 1 1

Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by experience level A - 2,0 B - 1+x, y C - 1, 1  ClearSaleing Confidential

Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by business type ClearSaleing Confidential

Catalog/Direct Mail with a Branded Search* Finish Line Received within 7 days of online purchase. $ ClearSaleing Confidential

7. Should catalog/direct mail get credit when used with search? A B C D ClearSaleing Confidential Catalog Branded Search Sale 50% 50% Catalog Branded Search Sale 100% 0% Catalog Branded Search Sale 0% 100% Catalog Branded Search Sale X% Y%

Poll 7 Results from AMF 2.0: Should catalog/direct mail get credit when used with search? Sorted by experience level A - 50%, 50%Â B - X%, Y% C - 100%, 0% D - 0%, 100% ClearSaleing Confidential

Poll 7 Results from AMF 2.0: Should catalog/direct mail get credit when used with search? Sorted by business type ClearSaleing Confidential

Search with SEO* Running Shoes Woman’s Nike Shox Finish Line Nike Shox Turbo VII $ ClearSaleing Confidential

8. Should SEO be credited when used with search? A B C ClearSaleing Confidential Search SEO Search SEO Sale 25% 25% 25% 25% Search SEO Search SEO Sale 50% 0% 50% 0% Search SEO Search SEO Sale 33.33% 33.33% 33.33% 0%

Poll 8 Results from AMF 2.0: Should SEO be credited when used with search? Sorted by experience level A - 25%, 25%, 25%, 25% B- 50%, 0%, 50%, 0% C - 33%, 33%, 33%, 0% ClearSaleing Confidential

Poll 8 Results from AMF 2.0: Should SEO be credited when used with search? Sorted by business type ClearSaleing Confidential

Twitter and a Paid Search Woman’s Nike Shox Bought before midnight and saved 20% ClearSaleing Confidential

9. Does Twitter deserve credit? B A C ClearSaleing Confidential Twitter Search Sale 100% 0% Twitter Search Sale 50% 50% Twitter Search Sale 0% 100%

Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit? Sorted by experience level A - 50%, 50%Â B - 100%, 0% C - 0%, 100% ClearSaleing Confidential

Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit? Sorted by business type ClearSaleing Confidential

Twitter and the address bar ClearSaleing Confidential

10. Does Twitter deserve credit? B A C ClearSaleing Confidential Twitter Address Bar Sale 50% 50% Twitter Address Bar Sale 100% 0% Twitter Address Bar Sale 0% 100%

Poll 9 Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit? Sorted by experience level A - 50%, 50%Â B - 100%, 0% C - 0%, 100% ClearSaleing Confidential

Poll 9 Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit? Sorted by business type ClearSaleing Confidential

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