Attribution Management 2.0
By Adam Goldberg
On October 28, we held the first Attribution Management Forum (AMF). We created the AMF to bring together the most influential minds in the online advertising community and to better identify, define and ultimately recommend improved valuation practices and methodologies for measuring an ad’s value.
The AMF is a thought exercise that has several objectives:
- facilitating the discussion of emerging trends in Attribution Management
- enabling online marketers to take steps toward being more profitable
- identifying consensus on certain attribution models
- establishing industry benchmarks
- Time Sensitive Attribution. One area in which we established consensus in the first Forum was that over 65% of our audience believes that when three search ads are involved in a conversion, all three ads deserve equal credit for the conversion versus crediting only the first or last ad. In AMF 2.0, we are going to explore this scenario even further by introducing an element of time. For example, if the three search ads appeared in a conversion over 30 days, would we still have a consensus that all ads deserve equal credit for the conversion?
- Product Sensitive Attribution. A widely known industry fact is that over 44% of online purchases that are a result of online advertising are for products not related to the ad(s) that were clicked. In AMF 1.0, we did not pay attention to which product was sold, but only that a conversion occurred. In AMF 2.0, we will specifically call attention to the fact the product sold was unrelated to the team of ads that produced the conversion. Will this new data point change the consensus opinion that all ads deserve equal credit?
- Search – Display Interaction. In the first Forum, we saw that when two banner impressions were served to a consumer who then clicked on a corresponding search ad for the company, 88% of our audience believed that the banners deserved some credit for a subsequent conversion, but not as much as the search ad. In AMF 2.0, we are going to reverse the order of this Purchase Path to see if people think that banner impressions that occur after a search ad are still worthy of getting some form of credit.
In the AMF 2.0, to be held on January 29, we will be exploring many of theideas and discussions that have surfaced since the first Forum. Specifically, based upon audience results and feedback from the first Forum, we will focus on the following:
As was our hope in AMF 1.0, AMF 2.0 will continue to drive bigger ideas, establish some consensus and create benchmarks that online marketers will be able to put in action. We had a wide range of audience participation in AMF 1.0, including Fortune 500 and large international agencies. If you are interested in participating in the AMF 2.0, please Register Here.