The American Attribution Index

The American Attribution Index (AAI) is the first-ever attribution management index that measures the relative effectiveness of each online advertising source and influence factor on consumer purchases and conversions. The ability to generate attribution indices is the newest development from ClearSaleing’s leading advertising analytics and attribution management platform. The publication of the indices is made possible through ClearSaleing’s partnership with Vetra Analytics, who has built the statistical attribution models that are the foundation of the indices.

ClearSaleing and Vetra will publish 3 important subsets of AAI, each with its own use and benefits:

AAI: Aggregate Indices

AAI: Vertical Industry Indices

AAI: Company-Specific Indices

Download The American Attribution Index here

AAI: Aggregate Indices

The AAI: Aggregate Indices represent an overall average attribution index across all participating companies and all of their respective industries. The Aggregate Indices serve as important barometers of each advertising source’s relative impact and influence on consumers’ purchasing decisions. Since they represent an aggregate industry measure across all industries and companies, the Aggregate Indices should not be used to make advertising allocation decisions for a specific company. They can be used, however, to gain strategic insight in the relative influence trends of the respective advertising sources in aggregate.

Given that company size and level of advertising budget often dictate the range and mix of advertising sources employed, the AAI: Aggregate will be comprised of 3 sub-indices:

AAI: Aggregate–Large Advertisers (> $2 million/year online ad spend)

AAI: Aggregate–Medium Advertisers ($300k to $2 million/year online ad spend)

AAI: Aggregate–Small Advertisers (< $300k/year online ad spend)

AAI: Vertical Industry Indices

Each of the AAI: Vertical Industry Indices represents an industry-specific attribution index across all participating companies in that respective industry. Each Vertical Industry Index delivers important industry-specific benchmarks for CMO’s and other marketing executives within that industry. Since they represent an aggregate industry measure across all companies in a specific industry, the Vertical Industry Indices should not be used to make advertising allocation decisions for a specific company. They can be used, however, to gain strategic insight on the relative influence trends of the respective advertising sources among firms in a given industry.

AAI: Company-Specific Indices

The AAI: Company-Specific Indices are attribution indices developed for a specific company. The Company-Specific Index allows executives to make informed advertising selection and budget allocation decisions by pinpointing, on a relative basis, which advertising sources are working for an individual company. Online advertising budgets should be allocated in proportion to each advertising source’s AAI for the respective company. The advertising selection and allocation process for large-spending advertisers should be repeated over regular intervals to keep budget allocation decisions synchronized with changes in the indices.

How Do I Get Access to the American Attribution Indices?

AAI: Aggregate – ClearSaleing and Vetra will publish the general American Attribution Index (AAI) on a quarterly basis using a widget application. We will also publish relevant attribution management news and items of interest, along with the Indices.

AAI: Vertical Industry – Subscriptions will be available beginning in the 4th quarter to select industry versions of the AAI, where the subscription will provide an initial set of indices and quarterly updates thereafter.

AAI: Company-Specific – ClearSaleing and Vetra can develop a company-specific attribution index for individual companies through a paid engagement in which the attribution model for the company is developed and calibrated. Once the initial company index has been developed, it will be updated and published quarterly on a subscription basis.

Having regular, ongoing access to the AAI is critical as the indices are dynamic due to several key factors: (1) the continual addition of more and more data from the new companies who join AAI, (2) changes that occur in macroeconomic environmental factors, and (3) changes that occur in advertising options and measurement technology.