The Attribution Management Forum: Part 1 Paid Search and Attribution

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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. The following video is the first in the series: The Paid Search Environment and Attribution. For more information about upcoming forums and more information, please visit www.attributionmanagement.com

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The Attribution Management Forum: Part 1 Paid Search and Attribution

  1. 1. Part 1: The Paid Search Environment and Attribution
  2. 2. ClearSaleing Confidential . www. clear sale ing .com
  3. 3. Search, Search, Search ClearSaleing Confidential Running Shoes Woman’s Nike Shox $ Nike Shox Turbo Woman’s Nike Shox
  4. 4. Poll 1: Is even, first, or last attribution the better rule? A C Search Search Search Sale 33.33% 33.33% 33.33% Search Search Search Sale 100% 0% 0% Search Search Search Sale 0% 0% 100%
  5. 5. Is even, first, or last attribution the better rule?
  6. 6. Is even, first, or last attribution the better rule? <ul><li>Segmented by Experience level </li></ul><ul><li>Q: Do you currently have tracking technology that tracks all ads clicked? </li></ul><ul><ul><ul><ul><li>Yes and it works well </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yes but could be better </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No </li></ul></ul></ul></ul>
  7. 7. Branded Search ClearSaleing Confidential Running Shoes Woman’s Nike Shox Finish Line $
  8. 8. Poll 2: Do Branded Searches deserve credit? A B Search Search Branded Search Sale 33.33% 33.33% 33.33% Search Search Branded Search Sale 50% 50% 0%
  9. 9. Do Branded Searches deserve credit?
  10. 10. Do Branded Searches deserve credit? <ul><li>Segmented by Experience level </li></ul><ul><li>Q: Do you currently have tracking technology that tracks all ads clicked? </li></ul><ul><li>3 levels: </li></ul><ul><ul><ul><ul><li>Yes and it works well </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yes but could be better </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No </li></ul></ul></ul></ul>
  11. 11. Comparison Shopping Engine with a Branded Search ClearSaleing Confidential Finish Line $
  12. 12. Poll 3: Comparison Shopping Engine with Branded Search A B CSE Branded Search Sale 50% 50% CSE Branded Search Sale 100% 0%
  13. 13. Comparison Shopping Engine with a Branded Search
  14. 14. <ul><li>Segmented by Experience level </li></ul><ul><li>Q: Do you currently have tracking technology that tracks all ads clicked? </li></ul><ul><li>3 levels: </li></ul><ul><ul><ul><ul><li>Yes and it works well </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yes but could be better </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No </li></ul></ul></ul></ul>Comparison Shopping Engine with a Branded Search
  15. 15. Same search term used more than once ClearSaleing Confidential Running Shoes Nike Shox Women’s $ Nike Shox Women’s
  16. 16. Poll 14: If the same search term is used is that navigational? A B C Search X Search Y Search Y Sale 50% 50% 0% Search X Search Y Search Y Sale 33.33% 33.33% 33.33% Search X Search Y Search Y Sale 0% 0% 100%
  17. 17. If the same search term is used, is that navigational?
  18. 18. If the same search term is used, is that navigational? <ul><li>Segmented by Experience level </li></ul><ul><li>Q: Do you currently have tracking technology that tracks all ads clicked? </li></ul><ul><li>3 levels: </li></ul><ul><ul><ul><ul><li>Yes and it works well </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yes but could be better </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No </li></ul></ul></ul></ul>
  19. 19. Attribution Management Forum <ul><li>www.attributionmanagement.com </li></ul>
  20. 20. ClearSaleing Confidential . www. clear sale ing .com

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