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1350 omma metrics sponsored lunch clear saleinbg
 

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  • It is extremely rare in any vertical that Forrester covers to see that much of a delta between the leader and the rest of the pack
  • A very simple but very powerful element is identifying an ad’s position in the purchase path

1350 omma metrics sponsored lunch clear saleinbg 1350 omma metrics sponsored lunch clear saleinbg Presentation Transcript

  • @ClearSaleing
    36%
    Percent of revenue at-risk under the last-ad methodology
  • Is Your Advertiser Revenue at Risk?
    Proprietary and Confidential
  • Company Overview
    An eBay company founded in February 2006 in Columbus, Ohio
    The only advertising analytics technology built on an attribution management platform
    188 advertisers actively utilizing the platform for attribution
    98% advertiser retention
    100% focus on operational attribution-related technology and services that increase digital sales and media profitability for our customers
    Offices in Los Angeles, Chicago, Dallas, Salt Lake City, Portland, and New York
    3
  • Forrester Wave: Industry Leadership
    “An easy to install, standalone product”
    “Easy to use, sophisticated and relevant”
    “High level of service and high-quality insights”
    “Fiercely loyal clients”
    4
  • Econsultancy Attribution Management Buyer’s Guide
    Complete & full transparency
    Most flexible Attribution Suite comparatively
    Multi-brand Attribution
    Wide range of services
    Offline Services
    5
  • CS Insights
    Proprietary and Confidential
  • 7
    The Last Ad Methodology
    $
    0%
    7
    0%
    0%
    100%
  • Advertising with a Purpose
    8
    Influencer
    Closer
    Introducer
    Incremental Reach
    Personalize Offer
    Convert
    Educate
    Brand Positioning
    Up sell
  • “Last Ad” Misses 9 out of 10 Advertising Engagements
    90%
    Percent of marketing touchpoints ignored by the last-ad methodology
  • The Return of Display
    Proprietary and Confidential
  • Methodology
    13 Advertisers
    January 2011 through April 2011
    100% of converter & non-converter data
    1.1 Billion Impressions
    81.5 Million Clicks
    3 Million Conversions
    Attribution Models
    Last-ad methodology
    ClearSaleing (CS) Altitude: glass-box, algorithmic model
    Channel Influence
    Path Position
    Dynamic Exclusions
    11
  • Total Advertiser Revenue At-Risk
    36%
    Percent of revenue at-risk under the last-ad methodology
  • Consumer Propensity to Spend
    42%
    Percent lift in average multi-step path revenue over single-step path
  • The Hidden Introducer
    33%
    Percent of Direct Navigation as Introducer step
  • The Hidden Introducer
    65%
    Percent lift in revenue over Direct Navigation when Display is the Introducer step
  • The Punch Line
    68%
    Percent of multi-step revenue shifted to beyond the last ad
  • The Return of Display
    19%
    Percent of multi-step revenue shifted to display marketing
  • Recommendations
    18
    Advertisers & Agencies
    • Identify your revenue at-risk
    • 36% may be at risk
    • Evolve beyond the last-ad methodology
    • 42% lift in revenue for multi-step over single-step
    • Re-open, diversify & test your marketing mix using advanced attribution
    • Upper funnel channels like Display are working
    Publishers
    • Actively campaign for advertisers to move beyond the last-ad
    • Provide analyses that illustrate your capability to reach the target audience
  • Thank You!
    Morris Martin, Director of Product Marketing & Strategy
    info@clearsaleing.com
    @ClearSaleing
    @MorrisMartin
    Proprietary and Confidential