The latest webinar in the Attribution Management Forum series is now available. Attribution Management: Common Myths & Misconceptions provides an overview of the 12 most commonly held beliefs about the concept of attribution management. Other topics discussed in the webinar include: * How to analyze your current attribution management status (or lack of it); * Are there any good tools available? * Which ads and sources should get credit? * Is path analysis a waste of time? * Will attribution pull dollars away from search? * And much more

1. Attribution Management Forum 7Myths and Misconceptions Presented by: Adam Goldberg Co-Founder and Chief Innovation Officer ClearSaleing Inc. 1

2. 1) I don’t have an attribution problem

3. Do I have an attribution problem? Multiple ad sources Big advertising budgets Sales cycles Visits/conversion Self-fulfilling prophecy

4. 2) Last click is the chosen one Hence, Last Click

5. The birth of last click Came from Web Analytics Trying to solve what customers do on site Not the path they took to get there Only last click was exposed Happenstance

6. 3) No good methods for assigning credit

7. Perfect or bust “The perfect is the enemy of the good” -Volaire-

8. Many methods better than last click Not easy Not 100% accurate What’s the alternative? Simple models are very effective Even with brand exclusions Last Click Even Exclusions Rules Based Algorithmic

9. 4) There are no good tools

10. Forrester Wave on Interactive Attribution

11. Downloads 11 Forrester Wave on Interactive Attribution www.ClearSaleing.com Attribution Management Buyers Guide www.clearsaleing.com/product/accurate-attribution-management/

12. 5) Attribution can be done with web analytics

13. Graphic design can be done in Word™ Might see path of clicks What about display view-throughs? Email? SEO? Affiliates? Offline conversions? How do you value each step in the path Is it actionable? Time Bid Management

14. 6) Attribution can be done in a silo

15. I have swampland in Florida to sell you Hottest topic in online marketing Checking the box on marketing collateral Ignores everything but search Better than last click

16. 7) Attribution is buying the right mix of media

17. One side of the attribution coin Partially true Project vs. Operational attribution AKA Media Mix Modeling Very important Everyone should be doing this Not validating what has been done

18. 8) Pulls dollars away from search

19. Pulls dollars from search to search Not true Client’s search budgets are increasing Reduces value of brand terms Increases value of general terms Values introducer and influencers i.e. Top of the funnel

20. 9) Path Analysis is a waste of time

21. Interesting vs. Actionable Agree if it takes you hours upon hours to assemble paths Pull in spend data Pull in each step Match conversion Compile path reports Brand as navigation Affiliates as closers Path analysis will change the way you think about marketing

22. The Purchase PathSource-Level View 22

23. The Purchase PathAd-Level View 23

24. The Purchase PathClick Path Details / Product(s) Sold 24

25. The Purchase PathClick Path Details / Product(s) Sold 25

26. 10) A/B testing is effective for attribution

27. If time weren’t an issue… Test needs to be longer than avg. sales cycle Tests aren’t cheap How much time do you want to be in test mode? Dozens of tests need to be performed to get to answers that analytics can provide concurrently

28. A ‘simple’ A/B test 28 Network 1 Network 2 Website 1 Website 2 Creative 1 Creative 2 Sales Cycle = 7 Days Test Cycle = 14 Days What about ad sizes, demographics, psychographics? What if there were more networks, websites, creatives etc?

29. 11) Attribution takes too much time it 29

30. Attribution saves time Automatically calculate credit according to your attribution rules Same data points just more accurate values Decisions off more accurate data yields better outcomes 30

31. 12) Attribution is a silver bullet 31

32. People are the silver bullet There are no silver bullets It still takes competent people Elements like bid management can be automated Humans need to set rules 32

33. Contact ClearSaleing 33 Adam S. Goldberg Chief Innovation Officer P:614.448.2688 x902 E:adam.goldberg@clearsaleing.com www.AttributionManagement.com www.ClearSaleing.com/Blog Follow ClearSaleing: http://twitter.com/ClearSaleing

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