The Attribution Management Forum, Part 1

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The Attribution Management Forum has been created to bring together the leading online advertising minds to help collectively identify, evaluate, vet & ultimately recommend the best attribution valuation practices and methodologies. There are 5 categories concerning Attribution Management that were presented during the forum. Look for upcoming forums that will expand upon these categories and cover new scenarios.

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The Attribution Management Forum, Part 1

  1. 1. . www.clearsaleing.com ClearSaleing Confidential 1
  2. 2. “Attribution remains a complex problem, and no benchmarks exist for advertisers to start assigning credit to all inputs that lead to a particular outcome.” - Emily Riley Sr. Analyst - ClearSaleing Confidential 2
  3. 3. The Last Click ClearSaleing Confidential 3
  4. 4. The Wisdom of Crowds “Large groups of people are smarter than an elite few, no matter how brilliant – better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.” ClearSaleing Confidential 4
  5. 5. What the forum is: What forum is not: » First not last » Solving attribution » Thought exercise » Creating algorithms » More profit » Answering every question » Consensus » Covering every scenario » Benchmark » Being perfect » Bigger ideas ClearSaleing Confidential 5
  6. 6. Attribution Management Hierarchy ClearSaleing Confidential 6
  7. 7. Mechanics of the survey 1. Present a Purchase Path™ 1. Example: Search Search Search = Sale 1. Present 2-3 Attribution Rules Based on the Purchase Path™ 2. Audience Votes on the Most Accurate Attribution Rule 3. Results Shared 4. Repeat ClearSaleing Confidential 7
  8. 8. Search, Search, Search Running Shoes Woman’s Nike Shox Nike Shox Turbo $ ClearSaleing Confidential 8
  9. 9. Poll 1: Is even, first, or last attribution the better rule? Search Search Search Sale A 33.33% 33.33% 33.33% Search Search Search Sale 100% 0% 0% Search Search Search Sale C 0% 0% 100%
  10. 10. Is even, first, or last attribution the better rule? Poll 1, All Responses 25.00% A 65.60% B 9.40% C
  11. 11. Is even, first, or last attribution the better rule? Poll 1, Agency Responses Poll 1, B2B Responses 14.81% 41.67% 14.81% A A B B 70.37% C 50.00% 8.33% C Poll 1, B2C Responses Poll 1, All Responses 25.00% A A 33.33% 66.67% B 65.60% B 9.40% 0.00% C C
  12. 12. Branded Search Running Shoes Woman’s Nike Shox Finish Line $ ClearSaleing Confidential 12
  13. 13. Poll 2: Do Branded Searches deserve credit? Search Search Branded Search Sale A 33.33% 33.33% 33.33% Search Search Branded Search Sale B 50% 50% 0%
  14. 14. Do Branded Searches deserve credit? Poll 2, All Responses 52.80% 47.20% A B
  15. 15. Do Branded Searches deserve credit? Poll 2, Agency Responses Poll 2, B2B Responses 35.71% 50.00% 50.00% A A B B 64.29% Poll 2, B2C Responses Poll 2, All Responses 18.18% 52.80% A 47.20% A B B 81.82%
  16. 16. Comparison Shopping Engine with a Branded Search Finish Line $ ClearSaleing Confidential 16
  17. 17. Poll 3: Comparison Shopping Engine with Branded Search CSE Branded Search Sale A 50% 50% CSE Branded Search Sale B 100% 0%
  18. 18. Do Branded Searches deserve credit? Poll 3, All Responses 36.40% A 63.60% B
  19. 19. Do Branded Searches deserve credit? Poll 3, Agency Responses Poll 3, B2B Responses 39.39% 35.29% 60.61% A A 64.71% B B Poll 3, B2C Responses Poll 3, All Responses 23.08% 36.40% A A 63.60% B B 76.92%
  20. 20. Lifetime Ad Value (LAV) SEARCH $ 1 2 3 4 5 6 7 8 9 10 $ 1 2 3 4 $ ClearSaleing Confidential 20
  21. 21. Poll 4: Should there be a Lifetime Ad Value (LAV)? Search Sale Sale Sale A 3 Search Sale Sale Sale B 1 Search Sale Sale Sale C 1+X
  22. 22. Should there be a Lifetime Ad Value (LAV)? Poll 4, All Responses A 28.60% B C 57.10% 14.30%
  23. 23. Should there be a Lifetime Ad Value (LAV)? Poll 4, Agency Responses Poll 4, B2B Responses 26.47% 50.00% A A B 43.75% B 11.76% 61.76% C C 6.25% Poll 4, B2C Responses Poll 4, All Responses 16.67% 28.60% A A 25.00% B B 58.33% C 57.10% 14.30% C
  24. 24. Lifetime Ad Value (LAV) with use of Email SEARCH $ 1 2 3 4 5 6 7 8 10 $ 1 2 3 4 $ ClearSaleing Confidential 24
  25. 25. Poll 5: Lifetime Ad Value (LAV) with use of Email Search Sale Email Sale Sale A 3 0 Search Sale Email Sale Sale B 1 2 Search Sale Email Sale Sale C 1+X Y
  26. 26. Lifetime Ad Value with use of Email Poll 5, All Responses 14.10% A 85.90% B C
  27. 27. Lifetime Ad Value with use of Email Poll 5, Agency Responses Poll 5, B2B Responses 9.68% 30.77% A 69.23% A B B 90.32% C C Poll 5, B2C Responses Poll 5, All Responses 14.10% 25.00% 75.00% A A B 85.90% B C C
  28. 28. Lifetime Ad Value (LAV) with use of additional search SEARCH 1 2 3 4 5 $ 6 7 8 SEARCH 10 $ 1 2 3 4 $ ClearSaleing Confidential 28
  29. 29. Poll 6: Lifetime Ad Value with use of additional search Search Sale Search Sale Sale A 3 0 Search Sale Search Sale Sale B 1 2 Search Sale Search Sale Sale C 1+X Y
  30. 30. Lifetime Ad Value with additional search Poll 6, All Responses 1.40% 24.30% 74.30% A B C
  31. 31. Lifetime Ad Value with additional search Poll 6, Agency Responses Poll 6, B2B Responses 3.33% 58.33% 13.33% A A 41.67% 83.33% B B C C Poll 6, B2C Responses Poll 6, All Responses 58.33% 24.30% A 74.30% A 41.67% B B C C
  32. 32. Lifetime Ad Value (LAV) with a Sales Call SEARCH $ 1 2 3 4 5 6 7 8 10 $ ClearSaleing Confidential 32
  33. 33. Poll 7: Lifetime Ad Value with a Sales Call Search Sale Sales Call Sale A 2 0 Search Sale Sales Call Sale B 1 1 Search Sale Sales Call Sale C 1+X Y
  34. 34. Lifetime Ad Value with a sales call Poll 7, All Responses 23.90% 73.20% A B C
  35. 35. Lifetime Ad Value with a Sales Call Poll 7, Agency Responses Poll 7, B2B Responses 18.18% 63.64% A 36.36% A 78.79% B B C C Poll 7, B2C Responses Poll 7, All Responses 66.67% 23.90% 33.33% A 73.20% A B B C C
  36. 36. Banner Clicks Flowers $ ClearSaleing Confidential 36
  37. 37. Poll 8: Are banner clicks equal to search clicks? Banner Click Banner Click Search Sale A 33.33% 33.33% 33.33% Banner Click Banner Click Search Sale B 25% 25% 50%
  38. 38. Are banner clicks equal to search clicks? Poll 8, All Responses A 63.20% B 36.80%
  39. 39. Are banner clicks equal to search clicks? Poll 8, Agency Responses Poll 8, B2B Responses 53.85% 46.15% 61.76% A A 38.24% B B Poll 8, B2C Responses Poll 8, All Responses A 15.38% 63.20% B 36.80% A 84.62% B
  40. 40. Banner Impressions (not clicks) Flowers $ ClearSaleing Confidential 40
  41. 41. Poll 9: Are banner impressions equal to ad clicks? Banner Banner Search Sale Impression Impression A 33.33% 33.33% 33.33% Banner Banner Search Sale B Impression Impression 25% 25% 50%
  42. 42. Are banner impressions equal to ad clicks? Poll 9, All Responses 12.00% A B 88.00%
  43. 43. Are banner impressions equal to ad clicks? Poll 9, Agency Responses Poll 9, B2B Responses 7.69% 17.65% A A B B 82.35% 92.31% Poll 9, B2C Responses Poll 9, All Responses 8.33% 12.00% A A B B 88.00% 91.67%
  44. 44. Banner Impressions with 1 day gap SEARCH 1 2 3 4 5 $ SEARCH 6 7 8 9 $ ClearSaleing Confidential 44
  45. 45. Poll10: Is the shelf life of a banner impression 1 day? Banner 1 day elapsed Search Sale Impression A 0% 100% Banner 1 day elapsed Search Sale Impression B X% Y%
  46. 46. Is the shelf life of a banner impression 1 day? Poll 10, All Responses 18.80% A B 81.20%
  47. 47. Is the shelf life of a banner impression 1 day? Poll 10, Agency Responses Poll 10, B2B Responses 6.90% A A 25.00% B B 75.00% 93.10% Poll 10, B2C Responses Poll 10, All Responses A A 66.67% 18.80% 33.33% B B 81.20%
  48. 48. Poll 11: Is the shelf life of a banner impression 10 days? Banner 10 days elapse Search Sale Impression A 0% 100% Banner 10 days elapse Search Sale B Impression X% Y%
  49. 49. Is the shelf life of a banner impression 10 days? Poll 11, All Responses A 63.60% B 36.40%
  50. 50. Is the shelf life of a banner impression 10 days? Poll 11, Agency Responses Poll 11, B2B Responses A A 25.81% 54.55% B B 74.19% 45.45% Poll 11, B2C Responses Poll 11, All Responses 36.36% A A 63.60% B B 36.40% 63.64%
  51. 51. Poll 12: Is the shelf life of a banner impression 30 days? Banner 30 days elapse Search Sale Impression A 0% 100% Banner 30 days elapse Search Sale Impression B X% Y%
  52. 52. Is the shelf life of a banner impression 30 days? Poll 12, All Responses A B 40.00% 60.00%
  53. 53. Is the shelf life of a banner impression 30 days? Poll 12, Agency Responses Poll 12, B2B Responses A A 40.00% 25.00% B B 60.00% 75.00% Poll 12, B2C Responses Poll 12, All Responses 16.67% A A B B 60.00% 40.00% 83.33%
  54. 54. What is shelf life of a banner impression? » Please answer in hours or days. • If hours write: X hours • If days write: Y days » If you do not indicate hours or days your response will be omitted.
  55. 55. What is the shelf life of a banner? (open ended) What is the shelf life of a banner impression? 35.00 29.40 30.00 length in days 25.00 average 19.67 20.00 15.40 15.00 10.89 10.67 10.00 5.00 0.00 Agency B2B B2C Other Unknown *Some responses were given in hours. Those were converted into fractional days and then calculated into the averages
  56. 56. Banner Impressions (not clicks) Pro Flowers $ ClearSaleing Confidential 56
  57. 57. Poll 13: Banner Impressions with Branded Search Banner Banner Branded Sale Impression Impression Search A 33.33% 33.33% 33.33% Banner Impression(s) Branded Search Sale B 100% 0% Banner Impression(s) Branded Search Sale C 50% 50%
  58. 58. Banner Impressions with Branded Search Poll 13, All Responses A 21.30% B 57.40% C 21.30%
  59. 59. Banner Impressions with Branded Search Poll 13, Agency Responses Poll 13, B2B Responses A A 43.33% 14.29% 30.00% B B C C 26.67% 85.71% Poll 13, B2C Responses Poll 13, All Responses A A 21.30% 27.27% B B C 57.40% C 63.64% 9.09% 21.30%
  60. 60. Same search term used more than once Running Shoes Nike Shox Women’s Nike Shox Women’s $ ClearSaleing Confidential 60
  61. 61. Poll 14: If the same search term is used is that navigational? Search X Search Y Search Y Sale A 0% 0% 100% Search X Search Y Search Y Sale B 33.33% 33.33% 33.33% Search X Search Y Search Y Sale C 50% 50% 0%
  62. 62. If the same search term is used, is that navigational? Poll 14, All Responses A 10.50% 45.60% B C 43.90%
  63. 63. If the same search term is used, is that navigational? Poll 14, Agency Responses Poll 14, B2B Responses 11.11% A A 42.86% B B 51.85% 28.57% C C 37.04% 28.57% Poll 14, B2C Responses Poll 14, All Responses 36.36% 9.09% A 10.50% A B 45.60% B C C 43.90% 54.55%
  64. 64. Offline and Online A TV commercial for Finish Line ran in this consumer’s zip code Nike Running Shoes Nike Shox $ ClearSaleing Confidential 64
  65. 65. Poll 15: How do we value an offline ad? TV Search Search Sale A 33.33% 33.33% 33.33% TV Search Search Sale Less than X% X% X% TV Search Search Sale C 0% 50% 50%
  66. 66. How do we value an offline ad? Poll 15, All Responses A 15.30% 15.30% B C 69.50%
  67. 67. How do we value an offline ad? Poll 15, Agency Responses Poll 15, B2B Responses A A 14.81% 14.81% 14.29% B B 28.57% C C 57.14% 70.37% Poll 15, B2C Responses Poll 15, All Responses A A 16.67% 15.30% 15.30% 25.00% B B C 69.50% C 58.33%
  68. 68. Attribution Management Hierarchy
  69. 69. Other Considerations in Attribution » Keyword types: category, product, competitor, model number, branded terms » Time between ads » Offline: TV, catalogs, radio, direct marketing, print » SEO in attribution » Customer Segmentation: First-time buyer, repeat buyer, bargain shopper, top customer, online buyer, offline buyer
  70. 70. Attribution Management Forum » www.attributionmanagement.com » info@attributionmanagement.com » Comment on the paths and rules we discussed today » Submit new Purchase Paths™ » Recording of webcast on www.searchmarketingnow.com
  71. 71. . www.clearsaleing.com ClearSaleing Confidential 71

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