Advertisers with Multiple Brand Sites Gain Deeper Attribution Insights into Customer Behavior

Columbus, Ohio (PRWEB) December 2, 2010

Customers travel in many directions along a Purchase Path, from email to shopping engine to landing page. But within a larger “brand family” of more than one site, advertisers haven’t been able to accurately track how multiple brand sites affect a customer’s ultimate purchase decision–until now. Today, ClearSaleing announced the solution: Multi-Brand Attribution by which advertisers can apply attribution analysis and view their multiple brand sites as “one” from an advertising and analysis perspective.

“Large advertisers tend to consolidate brands that speak to a common consumer. By applying Multi-Brand Attribution, advertisers will learn which brands speak best to a consumer based on their need, their pattern of behavior along the Purchase Path, and whether they eventually choose to purchase online or offline,” says Dustin Engel, ClearSaleing Chief Revenue and Strategy Officer.

Multi-Brand Attribution monitors all advertising interactions within an advertiser’s brand family and “connects” sessions on each site, says Engel.

GAUGING RELATIVE INFLUENCE OF BRAND SITES
As the holiday buying season heats up, ClearSaleing’s Multi-Brand Attribution is helping major consumer brand advertisers refine their ad spend. “We are helping advertisers to learn more precisely how one of their brands may first attract customers, who then switch to another of their brand family sites. Through Multi-Brand Attribution, advertisers may find one brand is so powerful that it brings consumers in, and from there they may travel to a sister site, and eventually make a purchase,” says Engel.

“ClearSaleing helps them better allocate marketing spend across channels, and see the interrelationship between the brands,” Engel explains. Multi-Brand Attribution also provides large advertisers with insights into which brands are more efficient in speaking to new consumers, and which brands are most efficient in creating a profitable transaction, he adds.

Information obtained from Multi-Brand Attribution can be integrated with ClearSaleing’s geographic, demographic and psychographic profiling capabilities, for a deeper analysis of consumer behavior.

ATTRIBUTION ROI
A recent Forrester Consulting study, The Total Economic Impact ™ of ClearSaleing, showed ClearSaleing’s attribution technology delivered a 605% ROI to its clients. The study, available at http://landing.clearsaleing.com/tei, analyzed four ClearSaleing clients, including a national financial services organization, an online retail organization, the online retail arm of a multinational automotive products and services company, and a full-service digital advertising agency. Forrester Consulting found that, by using ClearSaleing, these companies experienced a net present value of more than $2.3 million, in addition to improving efficiencies in decision making and media buying and increasing productivity in automation and reporting.

About ClearSaleing

ClearSaleing has been named “Technology Platform Search Marketers Can’t Live Without” at the SES (Search Engine Strategies) Awards. ClearSaleing’s advertising portfolio management platform helps marketers identify ways to more effectively and profitably allocate ad spend across a complex mix of online advertising investments.

ClearSaleing is a thought leader in the growing scientific field of attribution management and publishes http://www.AttributionManagement.com that provides a rich repository of ClearSaleing and externally published articles, white papers and other material focused exclusively on attribution management.

ClearSaleing’s unique ability to give marketers telescopic insight into their online ad investment is attracting major brand customers such as American Greetings and Nationwide Insurance. The company was founded in 2006 and is headquartered in Columbus, Ohio. For more information, please visit http://www.ClearSaleing.com.

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Columbus, OH and San Francisco, CA (PRWEB) November 9, 2010

For sophisticated online advertisers and leading digital agencies, it is always a challenge to have their best-in-class solutions work in unison. As search marketing is typically directly or indirectly connected to other advertising investments such as online display advertising, natural search, and offline media, savvy advertisers are demanding integration between their paid search marketing platform and their multi-channel advertising analytics. A recent partnership between ClearSaleing, the industry leading (Forrester) attribution management and advertising analytics solution provider, and Marin Software, the leading enterprise-class paid search management platform, showcases the powerful results that a successful integration can provide.

The integration, performed for a large national retail client, and soon to be utilized for an international financial services client, allows advertisers to synchronize URL handling and conversion data capture across systems. The Marin platform is now able to fully utilize attribution data gathered by ClearSaleing for analytics and bid optimization and, as a result, clients can maximize the value of their once separate search marketing and attribution investments.

“A large advertiser’s search portfolio can have thousands, if not millions of keywords that are undervalued, not because of inefficient bid or campaign management strategies, but purely as the result of the flawed ‘last ad standard’ many analytics and back-office measurement systems still embrace,” said Dustin Engel, ClearSaleing’s Chief Strategy Officer. “The integration of ClearSaleing and Marin brings together the world’s most sophisticated attribution management platform with the industry’s leading search marketing platform, enabling direct communication of valuable keyword data between systems. We have consistently seen that a large portion of increases in marketing mix profitability and sales are driven from ‘bottom-up’ decisions at the most granular levels. This partnership enables the most granular elements of search success to be leveraged to their full potential.”

“Deploying a paid search management application should help reduce complexity for marketers, and yet many solutions force advertisers to create redundant and often incomplete data stores within an organization,” said Matt Lawson, Marin Software’s Vice-President of Marketing and Alliances. “By integrated paid search and attribution management solutions, advertisers can eliminate this redundancy, increasing confidence in campaign data, and improving the effectiveness and ROI associated with paid search. The integration of Marin and ClearSaleing accomplishes just that, allowing joint clients to maximize their return on marketing assets, and reducing the time required to deploy a world class solution.”

“We’ve seen a tremendous amount of client overlap due to the high level of sophistication of our respective clients,” continued Engel, “and anticipate that integrations of this sort will become more common as the market continues to mature and demand more from their existing solutions.”

INTEGRATION ALLOWS FOR CONSISTENT AND ACCURATE AD VALUATIONS
The integration eliminates the need for multiple conversion pixels by routing all conversion information through ClearSaleing’s conversion tracker. Because of this single-source tracking, conversions from all channels are automatically de-duplicated, leading to accurate conversion data and saving the time of manual de-duplication. Once Purchase Path data is collected, post-attributed paid search conversion data is sent to Marin Software at the keyword level for reporting, alerting, campaign management and bid optimization. The revenue and profit values included in the data are based upon ClearSaleing’s scientifically-based attribution models, which allow for consistent and accurate valuation of ads across all channels.

ABOUT MARIN SOFTWARE
Marin Software provides the leading paid search management platform for advertisers and agencies worldwide. The company’s flagship product, Marin Search Marketer® is designed to address the workflow, analysis, and optimization needs of enterprise-class marketers, saving time and improving financial performance. More than 500 brands rely on Marin Search Marketer to manage and optimize in excess of $1.3 billion in annual search spend. Leading advertisers and agencies using Marin Software include Razorfish, Neo@Ogilvy, University of Phoenix, Macy’s, KAYAK, PriceGrabber, Salesforce.com and Reply. For more information, please visit http://www.marinsoftware.com.

ABOUT CLEARSALEING
ClearSaleing has been named “Technology Platform Search Marketers Can’t Live Without” at the SES (Search Engine Strategies) Awards. ClearSaleing’s advertising portfolio management platform helps marketers identify ways to more effectively and profitably allocate ad spend across a complex mix of online advertising investments.

ClearSaleing is a thought leader in the growing scientific field of attribution management and publishes http://www.AttributionManagement.com that provides a rich repository of ClearSaleing and externally published articles, white papers and other material focused exclusively on attribution management.

ClearSaleing’s unique ability to give marketers telescopic insight into their online ad investment is attracting major brand customers such as American Greetings and Nationwide Insurance. The company was founded in 2006 and is headquartered in Columbus, Ohio. For more information, please visit http://www.ClearSaleing.com.

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On the Agenda is the Right Way to Measure ROI Across all Marketing Channels

New York, NY (PRWEB) October 4, 2010

ClearSaleing, a leader in attribution management and advertising analytics, will examine how to use attribution to obtain deeper customer insights and more accurate ROI analysis at SMX East, October 4-6, at the Javits Convention Center.

ClearSaleing co-founder and Chief Innovation Officer Adam Goldberg will dialogue on the benefits of avoiding last click attribution at the SMX East session, “Credit Where Credit Is Due: Demystifying Attribution,” on October 6, from 9-10:15AM, as part of the conference’s Analytics & Conversion Track.

The attribution panel will explore how to track a customer’s searches through all phases of the buying cycle, how to measure cross channel “assists,” and how to avoid the dangers of last click attribution. Goldberg and his fellow panelists will also discuss how accurately assigning ROI to each marketing channel enables advertisers to gain insights into which customer touchpoint was really effective. For example, customer motivation during searching, and clicking on display ads are channel activities that attribution can pinpoint and analyze.

The session moderator is Vanessa Fox, Contributing Editor, Search Engine Land. Q&A moderator is Ezra Silverton, President & Founder, 9th sphere, Joining Goldberg as speakers are Siddharth Shah, PhD, Director, Business Analytics, Efficient Frontier; Danielle Smith, Strategy and Client Development, Range Online Media; and David Sprinkle, Director of Analytics and Insight, ROI Labs.

“Attribution is the best method by which to determine the areas where your marketing spend is the most effective, and ClearSaleing has proven time and again to be the leader in the attribution field. The recent Forrester Consulting study, which showed ClearSaleing’s attribution technology delivered a 605% ROI to our clients, is the latest evidence of attribution’s impact on the ability to optimize ad spend,” said Goldberg.

Forrester Consulting’s study, “The Total Economic Impact™ of ClearSaleing”, indicates a 605% adjusted return-on-investment for companies engaging in ClearSaleing’s attribution management offering, along with additional benefits of time savings, eliminating waste and more. The study, available at http://landing.clearsaleing.com/tei, analyzed four ClearSaleing clients, including a national financial services organization, an online retail organization, the online retail arm of a multinational automotive products and services company, and a full-service digital advertising agency. Forrester Consulting found that, by using ClearSaleing, these companies experienced a net present value of more than $2.3 million, in addition to improving efficiencies in decision making and media buying and increasing productivity in automation and reporting.

About ClearSaleing

ClearSaleing has been named “Technology Platform Search Marketers Can’t Live Without” at the SES (Search Engine Strategies) Awards. ClearSaleing’s advertising portfolio management platform helps marketers identify ways to more effectively and profitably allocate ad spend across a complex mix of online advertising investments.

ClearSaleing is a thought leader in the growing scientific field of attribution management and publishes www.AttributionManagement.com that provides a rich repository of ClearSaleing and externally published articles, white papers and other material focused exclusively on attribution management.

ClearSaleing’s unique ability to give marketers telescopic insight into their online ad investment is attracting major brand customers such as American Greetings and Nationwide Insurance. The company was founded in 2006 and is headquartered in Columbus, Ohio. For more information, please visit www.ClearSaleing.com.

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