the attribution management forum 2.0- part 1 paid search

ClearSaleing Confidential


Attribution Management Forum 2.0

Adam Goldberg, ClearSaleing

Thursday, January 29, 2009

1 PM EST



www.clearsaleing.com



Mechanics of the survey

1. Present a Purchase Path™

1. Example: Search -> Search -> Search = Sale

2. Example: Banner Impression -> Search =Sale

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

2. Audience Votes on the Best Rule

3. Results Shared

4. 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



Search Search Search*

January 1Running Shoes

January 15Woman’s Nike Shox

$

January 30Nike Shox Turbo VII



1. Is last, first, or even attribution the better rule?

Search Search Search Sale

33.33% 33.33% 33.33%


100% 0% 0%

AA


0% 0% 100%

CC



AM and Purchase Path Experience

B0.00%

C34.62%

A65.38%

A

B

C

No AM and Purchase Path Experience

B25.00%

C16.67%

A58.33%

A

B

C

All Results

B7.89%

C28.95%

A63.16%

A

B

C

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



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

Agency

B5.88%

C23.53%

A70.59%

A

B

C

B2B

B9.09%

C45.45%

A45.45%

A

B

C

B2C

B10.00%

C20.00%

A70.00%

A

B

C

All Results

B7.89%

C28.95%

A63.16%

A

B

C



SEARCH

SEARCH

Lifetime Ad Value (LAV) with related products



6. Lifetime Ad Value (LAV) with related products

Search Sale Search Sale Sale

2 0


1 + X Y

AA

BB


1 1CC



Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by experience level


B62.16%

C32.43%

A5.41% A

B

C


B71.42%

C14.29%

A14.29%

A

B

C

A - 2,0

B - 1+x, y

C - 1, 1

All Results

B65.52%

C25.86%

A8.62%

A

B

C



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

All Results

B65.52%

C25.86%

A8.62%

A

B

C

Agency

B59.26%

C29.63%

A11.11%

A

B

C

B2B

B68.75%

C18.75%

A12.50% A

B

C

B2C

B73.33%

C26.67% A

0.00% A

B

C



SEARCH

$

$

$

SEARCH

Lifetime Ad Value (LAV) with use of additional search



5. Which search deserves more credit for the second sale?

The first search

The second searchAA

BB


1 + X Y



Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale?

Sorted by experience level


B67.57%

A32.43%

A

B

No and Purchase Path Experience

B33.33%

A66.67%

A

B

All Results

B55.17%

A44.83%

A

B

A - The first search

B - The second search



Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale?

Sorted by business type

All Results

B55.17%

A44.83%

A

B

Agency

B56.00%

A44.00%

A

B

B2B

B50.00%

A50.00%

A

B

B2C

B58.82% A

41.18%

A

B



Product sold unrelated to the ads

Running Shoes

Woman’s Nike Shox

Finish Line



2. If product sold is unrelated to the ads, which ad(s) gets credit?

Search Search Branded Search Sale

33.33% 33.33% 33.33%

Search Search Branded Search Sale

50% 50% 0%

AA

BB

CCSearch Search Branded Search Sale

0% 0% 100%




B17.95%

C35.90%

A46.15%

A

B

C


B18.75%

C31.25%

A50.00%

A

B

C

All Results

B18.18%

C34.55%

A47.27%

A

B

C

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



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

Sorted by business type

Agency

B25.00%

C25.00%

A50.00%

A

B

C

B2B

B7.14%

C50.00%

A42.86%

A

B

C

B2C

B15.38%

C38.46%

A46.15%

A

B

C

All Results

B18.18%

C34.55%

A47.27%

A

B

C



www.attributionmanagement.com

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On-Demand version of the Attribution Management Forum 2.0 is available atwww. Searchmarketingnow.com/on-demand.com



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the attribution management forum 2.0- part 1 paid search

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