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The Attribution Management Forum 2.0- Part 1 Paid Search

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Information about The Attribution Management Forum 2.0- Part 1 Paid Search
Business & Mgmt

Published on February 19, 2009

Author: ClearSaleing

Source: slideshare.net

Description

The Attribution Management Forum 2.0, which took place on January 29, 2009, was the second installment in the Forum series. As in the first Forum, audience members were presented with Purchase Paths and then given the opportunity to interactively vote on what they believed to be the best attribution rule.
Topics in the second Forum were based on user generated content and feedback from the first Forum. Some of the discussions included: time sensitive attribution, product sensitive attribution, and search/display interaction.
This is the first video/presentation in the 2.0 series and covers Paid Search and Lifetime Ad Value (LAV). For more information, please visit http://www.AttributionManagement.com and check the site for in-depth analysis of the results and registration for the Attribution Management Forum 3.0, which will take place in Spring 2009.
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Attribution Management Forum 2.0 Adam Goldberg, ClearSaleing Thursday, January 29, 2009 1 PM EST ClearSaleing Confidential

www. clear sale ing .com ClearSaleing Confidential

Mechanics of the survey Present a Purchase Path™ Example: Search -> Search -> Search = Sale Example: Banner Impression -> Search =Sale Present 2-4 Attribution Rules Based on the Purchase Path™ Audience Votes on the Best Rule Results Shared Repeat ClearSaleing Confidential

Present a Purchase Path™

Example: Search -> Search -> Search = Sale

Example: Banner Impression -> Search =Sale

Present 2-4 Attribution Rules Based on the Purchase Path™

Audience Votes on the Best Rule

Results Shared

Repeat

Attribution Management Forum 2.0 Results Key PP: Purchase Path AM: Attribution Management Titles with (*) are audience suggested Purchase Path’s that were submitted after the first Forum The results based on experience depended on the poll pre-screening questions and whether or not the audience member is currently performing Attribution Management or tracking Purchase Path’s ClearSaleing Confidential

PP: Purchase Path

AM: Attribution Management

Titles with (*) are audience suggested Purchase Path’s that were submitted after the first Forum

The results based on experience depended on the poll pre-screening questions and whether or not the audience member is currently performing Attribution Management or tracking Purchase Path’s

Search Search Search* January 1 Running Shoes January 15 Woman’s Nike Shox $ January 30 Nike Shox Turbo VII ClearSaleing Confidential

1. Is last, first, or even attribution the better rule? A C ClearSaleing Confidential Search Search Search Sale 33.33% 33.33% 33.33% Search Search Search Sale 100% 0% 0% Search Search Search Sale 0% 0% 100%

A - Even = 33%, 33%, 33% B - First= 100%, 0%, 0% C - Last = 0%, 0%, 100%  Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule? Sorted by Experience level ClearSaleing Confidential

Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule? Sorted by business type ClearSaleing Confidential

Lifetime Ad Value (LAV) with related products SEARCH SEARCH ClearSaleing Confidential

6. Lifetime Ad Value (LAV) with related products A B C ClearSaleing Confidential Search Sale Search Sale Sale 2 0 Search Sale Search Sale Sale 1 + X Y Search Sale Search Sale Sale 1 1

Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by experience level A - 2,0  B - 1+x, y  C - 1, 1   ClearSaleing Confidential

Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by business type ClearSaleing Confidential

Lifetime Ad Value (LAV) with use of additional search SEARCH $ $ $ SEARCH ClearSaleing Confidential

5. Which search deserves more credit for the second sale? The first search The second search A B ClearSaleing Confidential Search Sale Search Sale Sale 1 + X Y

The first search

The second search

Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale? Sorted by experience level A - The first search  B - The second search ClearSaleing Confidential

Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale? Sorted by business type ClearSaleing Confidential

Product sold unrelated to the ads Running Shoes Woman’s Nike Shox Finish Line ClearSaleing Confidential

2. If product sold is unrelated to the ads, which ad(s) gets credit? A B C ClearSaleing Confidential Search Search Branded Search Sale 33.33% 33.33% 33.33% Search Search Branded Search Sale 50% 50% 0% Search Search Branded Search Sale 0% 0% 100%

A - Even = 33%, 33%, 33% B - First= 50%, 50%, 0% C - Last= 0%, 0%, 100% Poll 2 Results from AMF 2.0: If product sold is unrelated to the ads, which ad(s) gets credit? Sorted by experience level ClearSaleing Confidential

Poll 2 Results from AMF 2.0: If product sold is unrelated to the ads, which ad(s) gets credit? Sorted by business type ClearSaleing Confidential

www.attributionmanagement.com Become a fan : ClearSaleing Watch more videos : ClearSaleingInc Follow the tweets : ClearSaleing On-Demand version of the Attribution Management Forum 2.0 is available at www. Searchmarketingnow.com/on-demand.com ClearSaleing Confidential

www. clear sale ing .com ClearSaleing Confidential

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