The Attribution Management Forum 2.0- Part 1 Paid Search

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 Path™
Example: Search -> Search -> Search = Sale
Example: Banner Impression -> Search =Sale
Present 2-4 Attribution Rules Based on the Purchase Path™
Audience Votes on the Best Rule
Results Shared
Repeat
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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
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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% 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

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

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

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The Attribution Management Forum 2.0- Part 1 Paid Search

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The Attribution Management Forum 2.0- Part 1 Paid Search Presentation Transcript