During the Attribution Management Forum webcast on October 28th, 2008, several different attribution scenarios were reviewed and discussed. Each of the scenarios presented was based on real-world Purchase PathTM data that has been tracked and collected by the ClearSaleing advertising analytics platform. The purpose of reviewing the various scenarios was to get feedback from leading online marketing practitioners relative to the most appropriate methods of attributing value across the team of ads involved in the respective scenario. To better understand the different scenarios, they have been grouped into logical categories, each with similar underlying characteristics. The categories are as follows:
1. Paid Search and Attribution
2. Lifetime Ad Value (LAV) and Attribution
3. Display Advertising and Attribution
There are no definite answers concerning the attribution rules that should be applied, however the Forum seeks to establish a general consensus among online marketers about general valuation methods and principles that can be applied when developing a company’s own attribution rules and algorithms.