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

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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

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

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

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

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