The initial Forum webcast, co-sponsored by ClearSaleing and Search Marketing Now, began the process of defining attribution management practices and methodologies.
Columbus, OH (PRWEB) November 19, 2008 — Leading online advertisers and marketers participated in the first Attribution Management Forum webcast, which was co-sponsored by ClearSaleing and Search Marketing Now. The goal of the first Attribution Management webcast was to bring together the most influential minds in the online advertising community to better identify, define and ultimately recommend improved valuation practices and methodologies for measuring an ad’s value.
The Attribution Management Forum webcast was attended by over 150 leaders in Internet marketing, ranging from some of the largest online advertisers to leading advertising agencies to respected industry press and bloggers. Some of the active online advertisers in attendance included: American Greetings, YellowPages.com, eBay, FTD, Starcom, Google, Orbitz, Yahoo!, Nationwide Insurance and General Motors.
Many attribution management scenarios across a wide range of online advertising sources were explored during the webcast. While only intended to start the thought process and not to draw specific conclusions , the initial Forum webcast did produce one especially important theme. The attendees reached a virtual unanimous consensus that the often-used last click method of attribution, which gives sole credit of a conversion to the last ad clicked by a consumer prior to purchase, is not a reasonable means for properly valuing an ad’s true contribution. And while no specific conclusion was reached on exactly how, virtually all attendees agreed that credit should be shared between all ads that contributed to a conversion.
“It was very interesting to see that no matter what the experience level of the marketer in attribution management, there was consensus that an even attribution model is more accurate than a last click model,” said Adam Goldberg, ClearSaleing’s Co-Founder and Chief Innovation Officer. “With that said, over 85 percent of the participants are still unable to go beyond last click attribution accurately today, which proves there is still a long way to go for many companies to improve the performance of their online advertising.”
If you would like to view and participate in the polling for the Attribution Management Webcast, you can do so at http://searchmarketingnow.com/on-demand. To learn more about attribution management and discover related content, visit www.attributionmanagement.com.
About ClearSaleing:
ClearSaleing is a leading technology provider to the online advertising market. Based on a strategic, portfolio management approach to online advertising investment, the ClearSaleing solution represents the next generation in advertising analytics technology. ClearSaleing’s portfolio management software delivers an improved, more profitable allocation of a company’s spend across a complex mix of online advertising options. At the foundation of the ClearSaleing solution is its patent-pending Purchase Path technology that accurately attributes profit (ROI) across the multiple ads that contribute to and influence the ultimate purchase.
About Search Marketing Now:
Search Marketing Now webcasts combine the most authoritative and actionable education about search engine marketing issues with the convenience of attending online. Register today for one of our free webcasts covering topics about search engine optimization, paid search advertising and search marketing in general. Continue your professional development without leaving the office.
