ClearSaleing-Forrester Webinar Excerpt - Interactive Attribution: The Last Click Measurement Is Dead.Now What?
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Fewer than one third of online marketers are happy with their ability to measure interactive media. The main reason is that the industry standard of crediting the last click or last interaction is flawed. Recently, several leading players in the industry have introduced the concept of attribution measurement, which assigns credit to multiple touchpoints in a consumer's purchase path. To view the entire webcast: http://event.on24.com/r.htm?e=178697&s=1&k=9962C2AE63E95DA0D1E03799B4A7BBD5
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ClearSaleing-Forrester Webinar Excerpt - Interactive Attribution: The Last Click Measurement Is Dead.Now What?
- 1. Forrester and ClearSaleing Webcast:Interactive Attribution: The Last Click Measurement Is Dead.Now What? Co-hosted by Forrester Senior Analyst, Emily Riley and ClearSaleing CIO, Adam Goldberg December 2009
- 2. CLEARSALEINGDEFINED Clear’-Sale’ing (klir sāl ing) n. 1. an advertising technology and analytics company 2.the only effective way to manage an online advertising portfolio and increase profit (ROI) for online advertisers v. 1. continually improving the ROI of online advertising campaigns 2. easily andtransparently increasing sales and profits
- 5. LAST CLICK & EVEN ATTRIBUTION
- 8. DISPLAY & THE PURCHASE PATH™
- 9. DISPLAY & THE PURCHASE PATH™
- 10. DISPLAY TO SEARCH * Orange line denotes branded PPC ad
- 11. DISPLAY TO SEARCH * Orange line denotes branded PPC ad
- 12. AFFILIATES IN PURCHASE PATH™
- 13. AFFILIATES IN PURCHASE PATH™
- 14. Adam S. Goldberg Chief Innovation Officer P:614.448.2688 x902 E:adam.goldberg@clearsaleing.com www.AttributionManagement.com www.ClearSaleing.com/Blog 1177 Olentangy River Road Columbus, OH 43212 www.ClearSaleing.com
Editor's Notes
- ClearSaleing Inc. provides advertising portfolio management technology that helps marketers identify ways to more effectively and profitably allocate ad spend across a complex mix of online advertising investments.The following presentation is an excerpt from the webinar on Interactive Attribution, titled “The Last Click Measurement Is Dead. Now What?” ClearSaleing CIO and Co-founder, Adam Goldberg presents real life Purchase Path data in order to demonstrate the importance of Attribution Management in the online marketing space.
- Actual tracking from ClearSaleing technology- This is a screen shot from the ClearSaleing Application.Purchase Path: chronological steps consumer navigated en route to conversion.The very first step consumer takes (far left in graphic) is the introducer. The last step (far right in graphic) is the closer.Anything in-between is an influencer.
- Of the 22 total paths, only 4 of them started with a paid search (PPC) ad. However, 11 paths ended with paid search. PPC is very effective closer, but its not often the first step someone takes to discover a brand or product/service. Overall there were 66 steps involved in the 22 Purchase Paths. “Search” only occurred 26 times (39%). Search doesn’t start as many sales – instead it ends more sales.
- Under “Last Click” attribution model, 50% of the credit ends up going to Search. If “Even Attribution” is used, and revenue/profit is distributed evenly among ads, search should only get 39.3% of the credit. This is very common. Search often gets over valued, and sources that are towards the top of the funnel like display, shopping engines, email, etc, get no credit whatsoever because the marketer is unable to see past the last click.
- Here, PriceGrabber is the first step (or the Introducer), and the closing action was clicking a paid search ad. This screen shows that it was a PPC ad and also the term that was searched for. The crossed-out terms are the Company’s name/Branded terms. The most common buying behavior online ends with paid search, and typically it’s a branded term that was searched.
- Of the 10 times that paid search closed the sale, 7 of the keywords were brand name terms. Generally this is the most common way for people to navigate back to the site where they wish to buy from. This 2 step path demonstrates that most of these customers were sold after going to PriceGrabber and they used the branded term to navigate back to the site to purchase. Without attribution, 70% of these conversions would give credit to the brand search ad without ever recognizing that the consumer also used a shopping engine.
- Display ads are found in a large number of paths.
- In this screen shot, 6 paths started with search and 6 ended with search. In total there were 73 steps, of which search only showed up 11 times. Under a “last-click” model, more credit would be given to search than it deserves. Search is a very common next step after display, along with use of the address bar. In the screenshot, when the path ends with “direct” it means the consumer used the address bar and typed in “www. Company name.com”. The use of display helps build brand awareness. Using the address bar is free, therefore display helps drive people down a path that is cheaper than when they use paid forms of advertising.
- In this screenshot there is a Double-Click ad that feeds into a paid search. On the left is the number of impression served (not the number of ad clicked). A very common behavior is to do paid search, which is the next step in the path. The orange bars hide the brand name of the company.
- After being exposed to display and doing a paid search, consumers are likely to search for brand terms- which are often the cheapest keywords a marketer buys. For this client, 58% of the time after display exposure and doing a paid search, the term that they looked for was branded. Also interesting to note- when the search term was not brand, there is a high correlation between the search term and the image shown in the display ad. This demonstrates how display advertising can drive the behavior of searches, increase the use of direct paths (which is free), and increase the awareness of your brand.
- Affiliate marketing is where you pay a 3rd party to advertise on your behalf, and if they bring traffic to your site that converts, you pay them a fee to do so.
- 5 of these paths start with search, and 8 paths end with search- this is true to the trend the search closes more often than it introduces. There are 47 steps total in these paths- of which search only appear 14 times. Notice that none of these paths start with an affiliate, yet 40.9% close with an affiliate. This tells the advertiser, that when they do affiliate marketing, most people have already decided to buy from they site. One reason is that there’s a field at the time of checkout that offers a coupon, or discount code. Then consumer leaves that site and does a paid search for the product with the word “promo” or “coupon code”, etc. they get a code from an affiliate, then they go back to the site and buy. Not only does the marketer have to pay the affiliate a fee for a sale they already had, but now also for providing an added discount. Having this type of data allows marketers to restructure deals with affiliates to pay them only when certain conditions are met and they don’t have to pay for deals they already had.
- If you would like to watch the Forrester-ClearSaleing webinar in its entirety, it is available here:http://event.on24.com/r.htm?e=178697&s=1&k=9962C2AE63E95DA0D1E03799B4A7BBD5Or by visitingwww.ClearSaleing.com and www.AttributionManagement.com