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The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
The Attribution Management Forum 2.0
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The Attribution Management Forum 2.0

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In the AMF 2.0, held on January 29, 2009, we explored many of the ideas and discussions that surfaced since the first Forum (on October 28, 2009). Specifically, based upon audience results and …

In the AMF 2.0, held on January 29, 2009, we explored many of the ideas and discussions that surfaced since the first Forum (on October 28, 2009). Specifically, based upon audience results and feedback from the first Forum, we focused on the following:

> Time Sensitive Attribution. One area in which we established consensus in the first Forum was that over 65% of our audience believes that when three search ads are involved in a conversion, all three ads deserve equal credit for the conversion versus crediting only the first or last ad. In AMF 2.0, we explored this scenario even further by introducing an element of time. For example, three search ads appeared in a conversion over 30 days, is there still a consensus that all ads deserve equal credit for the conversion?

> Product Sensitive Attribution. A widely known industry fact is that over 44% of online purchases that are a result of online advertising are for products not related to the ad(s) that were clicked. In AMF 1.0, we did not pay attention to which product was sold, but only that a conversion occurred. In AMF 2.0, we specifically called attention to the fact the product sold was unrelated to the team of ads that produced the conversion. Does this new data point change the consensus opinion that all ads deserve equal credit?

> Search - Display Interaction. In the first Forum, we saw that when two banner impressions were served to a consumer who then clicked on a corresponding search ad for the company, 88% of our audience believed that the banners deserved some credit for a subsequent conversion, but not as much as the search ad. In AMF 2.0, we reversed the order of this Purchase Path to see if people think that banner impressions that occur after a search ad are still worthy of getting some form of credit.

Please visit www.AttributionManagement.com for more information and to vote on the interactive polling question. Also check the site for more in depth analysis of the results and weekly blog updates.

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  • Transcript

    • 1. Attribution Management Forum 2.0 Adam Goldberg, ClearSaleing Thursday, January 29, 2009 1 PM EST ClearSaleing Confidential
    • 2. www. clear sale ing .com ClearSaleing Confidential
    • 3. Mechanics of the survey <ul><li>Present a Purchase Path™ </li></ul><ul><ul><li>Example: Search -&gt; Search -&gt; Search = Sale </li></ul></ul><ul><ul><li>Example: Banner Impression -&gt; Search =Sale </li></ul></ul><ul><li>Present 2-4 Attribution Rules Based on the Purchase Path™ </li></ul><ul><li>Audience Votes on the Best Rule </li></ul><ul><li>Results Shared </li></ul><ul><li>Repeat </li></ul>ClearSaleing Confidential
    • 4. Attribution Management Forum 2.0 Results Key <ul><li>PP: Purchase Path </li></ul><ul><li>AM: Attribution Management </li></ul><ul><li>Titles with (*) are audience suggested Purchase Path’s that were submitted after the first Forum </li></ul><ul><li>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 </li></ul>ClearSaleing Confidential
    • 5. Search Search Search* January 1 Running Shoes January 15 Woman’s Nike Shox $ January 30 Nike Shox Turbo VII ClearSaleing Confidential
    • 6. 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%
    • 7. A - Even = 33%, 33%, 33% B - First= 100%, 0%, 0% C - Last = 0%, 0%, 100%  Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule? Sorted by Experience level ClearSaleing Confidential
    • 8. Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule? Sorted by business type ClearSaleing Confidential
    • 9. Product sold unrelated to the ads Running Shoes Woman’s Nike Shox Finish Line ClearSaleing Confidential
    • 10. 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%
    • 11. 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
    • 12. 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
    • 13. Search followed by Banner Impressions (not clicks)* Flowers $ ClearSaleing Confidential
    • 14. 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%
    • 15. 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
    • 16. Poll 3 Results from AMF 2.0: Search followed by Banner Impressions Sorted by business type ClearSaleing Confidential
    • 17. Search followed by Banner Clicks* Flowers $ ClearSaleing Confidential
    • 18. 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%
    • 19. 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%  ClearSaleing Confidential
    • 20. Poll 4 Results from AMF 2.0: Are banner clicks equal to search clicks? Sorted by business type ClearSaleing Confidential
    • 21. Lifetime Ad Value (LAV) with use of additional search SEARCH $ $ $ SEARCH ClearSaleing Confidential
    • 22. 5. Which search deserves more credit for the second sale? <ul><li>The first search </li></ul><ul><li>The second search </li></ul>A B ClearSaleing Confidential Search Sale Search Sale Sale 1 + X Y
    • 23. 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
    • 24. Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale? Sorted by business type ClearSaleing Confidential
    • 25. Lifetime Ad Value (LAV) with related products SEARCH SEARCH ClearSaleing Confidential
    • 26. 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
    • 27. 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
    • 28. Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by business type ClearSaleing Confidential
    • 29. Catalog/Direct Mail with a Branded Search* Finish Line Received within 7 days of online purchase. $ ClearSaleing Confidential
    • 30. 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%
    • 31. Poll 7 Results from AMF 2.0: Should catalog/direct mail get credit when used with search? Sorted by experience level A - 50%, 50%  B - X%, Y% C - 100%, 0% D - 0%, 100% ClearSaleing Confidential
    • 32. Poll 7 Results from AMF 2.0: Should catalog/direct mail get credit when used with search? Sorted by business type ClearSaleing Confidential
    • 33. Search with SEO* Running Shoes Woman’s Nike Shox Finish Line Nike Shox Turbo VII $ ClearSaleing Confidential
    • 34. 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%
    • 35. 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
    • 36. Poll 8 Results from AMF 2.0: Should SEO be credited when used with search? Sorted by business type ClearSaleing Confidential
    • 37. Twitter and a Paid Search Woman’s Nike Shox Bought before midnight and saved 20% ClearSaleing Confidential
    • 38. 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%
    • 39. Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit? Sorted by experience level A - 50%, 50%  B - 100%, 0% C - 0%, 100% ClearSaleing Confidential
    • 40. Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit? Sorted by business type ClearSaleing Confidential
    • 41. Twitter and the address bar ClearSaleing Confidential
    • 42. 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%
    • 43. Poll 9 Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit? Sorted by experience level A - 50%, 50%  B - 100%, 0% C - 0%, 100% ClearSaleing Confidential
    • 44. Poll 9 Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit? Sorted by business type ClearSaleing Confidential
    • 45. www.attributionmanagement.com Become a fan : ClearSaleing Watch more videos : ClearSaleingInc Follow the tweets : ClearSaleing On-Demand version of the Attribution Management Forum 2.0 is available at www. Searchmarketingnow.com/on-demand.com ClearSaleing Confidential
    • 46. www. clear sale ing .com ClearSaleing Confidential

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