Archive for March, 2009

ClearSaleing Webinar on Attribution Management Modeling Draws Closer

Tuesday, March 17th, 2009

Attendees will be provided with answers to attribution management questions through real-world data and Purchase Path analysis

Columbus, OH (PRWeb) March 16, 2009 – ClearSaleing Inc., an online advertising analytics and technology company, is hosting the webinar Measuring the Immeasurable: How to Properly Measure Your Online Marketing Mix, and registrations for the event are filling up quickly from Internet marketers around the globe.

ClearSaleing Co-Founder and Chief Innovation Officer, Adam Goldberg, and Vetra Analytics President, Dr. Purush Papatla, will be co-hosting the webinar, which will take place this Wednesday, March 18 at 1pm EST. The webinar will further analyze the complex topic of attribution management by exploring both simple, proven attribution models and more complex models for properly allocating credit across the team of advertising leading to a conversion.

“There is a growing need in the online advertising industry to be able to properly attribute credit across all advertising sources,” Goldberg said. “This webinar is going to demonstrate both the technology needed to get beyond the last click model, as well as presenting mathematical models to properly attribute credit based on common Purchase Path’s of consumers online.”

ClearSaleing has previously sponsored two forums on the topic of Attribution Management, where leading online marketing minds and industry professionals were invited to debate and begin the task of defining model frameworks for accurately assigning value across a team of ads leading to a conversion. Contrasting from the Forum series, Measuring the Immeasurable will supply data based rules on the correct allocation of ads in a Purchase Path, with profit being the ultimate measure of success.

Through ClearSaleing’s advertising analytics technology, webinar attendees will gain insights on how the proper tracking technology, paired with statistical analysis, creates concrete models for Attribution rules. Topics covered in the webinar include:

  • Frequent Purchase Path scenarios
  • Simple, proven, rules-based attribution models
  • Why the “last click” method leads to wrong decisions
  • What additional data points should be used when doing attribution
  • How to build a mathematically sound model for attribution

To register for Measuring the Immeasurable: How to Properly Measure Your Online Marketing Mix webinar, go to http://www.clearsaleing.com/v9webcast.aspx.

About Vetra Analytics

Vetra Analytics is a global marketing analytics consulting firm specializing in developing models for marketing analytics, analytical staff augmentation and custom marketing dashboards to optimize marketing decision making. Vetra’s business is to help customers in turning information into advantageTM by making numbers talkTM.

About ClearSaleing
ClearSaleing is the leading technology provider of Advertising Analytics. Through its innovative 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.

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Lifetime Ad Value with Related Products

Friday, March 6th, 2009

Getting a new customer is great. Getting a new customer that becomes a repeat customer is even better. When a customer makes a repeat purchase, a marketer needs to consider how to attribute the credit for the future sales back to the marketing that was used to acquire the customer in the first place. Should the original ad(s) that acquired the customer get any credit for future sales? Should the original ad(s) only get credit for the first sale? What if the second product purchased was related to the first product purchased, would that change the attribution model a marketer would use?

During the Attribution Management Forum 2.0 (AMF) on Jan 29th, 2009, we posed that question to an audience of hundreds of senior online marketers and asked them to vote on the attribution model they would use in the following scenario:

In this scenario a consumer clicked on a PPC ad on Monday and the next day purchased peanut butter from that site. A little over a week later they clicked on another PPC ad and the next day purchased jelly from that same site.

We provided the audience with 3 attribution models they could choose from. They were as follows:

If you voted for:

A) You believe the first search should get credit for the sale of the peanut butter and jelly because the 2 products bought are so closely related, the first search should get credit for the sale of the jelly as well.

B) You believe the first search gets credit for the first sale and a percentage of the credit for the next sale as well. The second search also deserves a portion of the credit for the second sale.

C) You do not believe in lifetime ad value (LAV) and think that each search gets credit for only the sale that directly follows it.

In almost all of the groups polled, over 60% chose attribution rule B, which favors giving credit for the sale of jelly to the first and second ads. The exact percentage breakdowns were not chosen in this exercise.

When looking at this scenario there are a few other factors that one should consider. One factor is the type of search ad that was clicked on prior to the sale of jelly. For example, if it was a branded term, I believe more people would have opted to give full credit for the sale of jelly back to the first ad. The logic for doing this is that this customer chose search as their preferred method to navigate back to the site that they originally bought peanut butter from vs. using the address bar, an organic result, or a bookmark.

Another factor that might change the way people voted is if they knew the second search was for “jelly”, which is a general search term. The use of a general search might be an indicator that the consumer was not thinking of the company they purchased peanut butter from at all. Therefore, if they did not have that company in mind when they did the search for jelly, perhaps all of the credit for the second sale should go to the second ad.

In AMF 1.0, we presented a similar scenario but did not show the type of products that were sold. In that forum, the majority of the audience still chose to attribute some credit for the second sale back to the original ad. I would have thought knowing the sale of the second product was complimentary to the sale of the first product would have made more people opt to give all of the credit to the first ad.

These types of scenarios and rules are why we continue to strive to generate some consensus around Attribution Management. If you would like to learn more about these scenarios or the scenarios from the previous Forum, please visit www.AttributionManagement.com. Additionally, we love to hear from our audience, so please fill us in on what your thoughts about this scenario may be.

Posted in AMF 2: Paid Search and Lifetime Ad Value (LAV), Articles | No Comments »

ClearSaleing Webinar Digs Deeper into Solving the Attribution Puzzle

Friday, March 6th, 2009

Webinar will provide answers to attribution management questions through real-world data and Purchase Path analysis

Columbus, OH (PRWeb) March 6, 2009 — ClearSaleing Inc., an online advertising analytics and technology company, has announced that Co-Founder and Chief Innovation Officer, Adam Goldberg, together with Vetra Analytics President, Dr. Purush Papatla, is co-hosting Measuring the Immeasurable: How to Properly Measure Your Online Marketing Mix.

The webinar, which further analyzes the complex topic of attribution management, will take place on Wednesday, March 18, 2009 at 1pm EST.

ClearSaleing has previously sponsored two forums on the topic of Attribution Management, where leading online marketing minds and industry professionals were invited to debate and begin the task of how to accurately assign value across a team of ads leading to a conversion. Contrasting from the Forum series, Measuring the Immeasurable will supply data based rules on the correct allocation of ads in a Purchase Path, with profit being the ultimate measure of success.

“We are now at a point where most online marketers agree that crediting the last ad clicked prior to the conversion is a flawed method,” Goldberg said. “The difficulty in moving from a last click model is both a technical and mathematical challenge. In this webinar we will demonstrate the technology needed to get beyond the last click and present some real mathematical models for attribution given certain Purchase Paths that consumers navigate. ”

Through ClearSaleing’s advertising analytics technology, webinar attendees will gain insights on how the proper tracking technology, paired with statistical analysis, creates concrete models for Attribution rules. Topics covered in the webinar include:

  • Frequent Purchase Path scenarios
  • Attributing profit to each participating ad
  • Why the “last click” method leads to wrong decisions
  • What additional data points should be used when doing attribution
  • How to build a mathematically sound model for attribution

To register for “Measuring the Immeasurable: How to Properly Measure Your Online Marketing Mix” webinar, go to http://www.clearsaleing.com/v9webcast.aspx.

About Vetra Analytics

Vetra Analytics is a global marketing analytics consulting firm specializing in developing models for marketing analytics, analytical staff augmentation and custom marketing dashboards to optimize marketing decision making. Vetra’s business is to help customers in turning information into advantageTM by making numbers talkTM.

About ClearSaleing
ClearSaleing is the leading technology provider of Advertising Analytics. Through its innovative 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.

###

Posted in Press | No Comments »

The Attribution Management Forum 2.0: Part 3 Social Media, Offline Ads, and SEO

Monday, March 2nd, 2009

The Attribution Management Forum 2.0, which took place on January 29, 2009, was the second installment in the Forum series.

This is the third video in the 2.0 series and covers Offline Ads, SEO, and Social Media. The different Purchase Paths explored in this video are : Direct mail with a branded search, Search with SEO, Twitter with a search, and Twitter with the address bar. Please visit ClearSaleingInc on YouTube for the latest Attribution videos and events.

Posted in AMF 2, Videos | No Comments »

The Attribution Management Forum 2.0: Part 2 Banner Impressions and Clicks

Monday, March 2nd, 2009

The Attribution Management Forum 2.0, which took place on January 29, 2009, was the second installment in the Forum series.

This is the second video in the 2.0 series and covers Banner Impressions and Clicks. The different Purchase Paths explored in this video include: Search followed by banner impressions, and Search followed by banner clicks, . Please visit ClearSaleingInc on YouTube for the latest Attribution videos and events.

Posted in AMF 2, Videos | No Comments »

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About Attribution Management

In the world of online marketing, Attribution Management is the process of properly identifying and valuing the chain of marketing initiatives and advertisements that lead to a sale or conversion.

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