**Disclaimer- in order to do our analysis we broke the audience down into 2 buckets: Bucket 1 is based on skill level and use of AM today. The 2nd bucket is based on the type of business they work for: B2B, B2C, or agencies. In the observations, analyses, and questions you see below, we have taken the liberty to share what we think are the most interesting data points.
Poll 3:
In this poll, the majority in each group believed that distributing the profitability evenly between the Comparison Shopping Engine (CSE) and branded term was the correct rule. However here at ClearSaleing, we would be in the minority because we would exclude giving credit to the branded term.
CSE with Branded Search
One of the most common Purchase Paths we see when CSEs are involved is that a consumer starts with a CSE, discovers a product/place where they want to buy from, but then they go to a search engine and search for that company by name. Perhaps the reason a consumer does this, is that they are uncertain how a CSE makes money. Therefore, they want to check the site directly to make sure the CSE is not charging a premium on price.
We would like to hear from the audience why there is such a drop off from excluding branded terms when a search was involved as opposed to when a CSE was involved.