About Attribution Management.com
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.
Due to a lack of adequate technology, most online advertisers currently give the entire credit to (and calculate ROI based on) the last ad clicked or viewed before making a purchase. A more insightful and accurate method, however, would be to assign a portion of the conversion value to each ad in the team that truly contributes to the sale or conversion.
While conceptually obvious, properly identifying and valuing the entire team of ads that lead to a conversion is technically quite challenging.
Three fundamental attribution management issues must be addressed in order to properly assign value across the entire team of ads. Online marketers and advertisers must be able to:
- Accurately “value” the resulting conversion event using a metric that measures an ad’s true performance.
- Comprehensively track and sequentially assemble all of the marketing initiatives and advertisements that contribute to the conversion event.
- Properly apportion (”attribute”) the overall conversion value to each of the participating ads on a relative contribution basis.
Why Attribution Management Matters
Accurately Value the Conversion
Profit (ROI) is the only true metric that allows online advertisers to accurately measure and optimize the relative adverting performance across any online or offline media.
Other frequently used metrics, such as CPC, CPA and CTR, often lead to incorrect and suboptimal decisions.
Track and Sequentially Assemble All Contributing Ads
Next, advertisers must build or purchase the requisite advertising analytics technology to track and sequentially assemble all of the ads that contribute to a sale or conversion.
Once the true Purchase Path is properly assembled, then online advertisers have a basis to attribute the conversion value across that team of ads.
Properly Attribute Your Conversion Value
Once the true value (profit/ROI) of a sale or conversion is known and the Purchase Path is assembled, online advertisers can then go about the task of attributing the conversion value across the team of contributing ads.
This is the heart of Attribution Management and represents the core focus of the Attribution Management Forum.
Which Attribution Solution Is The Right Fit For You?
Join the Attribution Management Forum! The next webinar in this groundbreaking industry series takes place Wednesday March 10th, 2010.
Register Now »Independent technology research firm Forrester Research, Inc.
selected vendors for a 44-criteria evaluation to determine the leaders in the attribution management field.
ClearSaleing Takes "Top Honors"
ClearSaleing received the highest scores in both the “Current Offering” and “Strategy” categories. The company also received a perfect 5.0 score on the strength of its management team.
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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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ClearSaleing Leaps Ahead in Attribution Management: Watch as ClearSaleing Co-Founder and CIO, Adam Goldberg, ta.. http://bit.ly/yfiA6 2009-09-27