Adam Goldberg is Chief Innovation Officer of ClearSaleing. AdExchanger.com asked Goldberg about the latest advancements and traction with effective attribution modeling in digital advertising.

AdExchanger.com: How does ClearSaleing approach attribution across channels and what are the coming milestones in cross channel attribution? Attribution modeling for an SEM direct response campaign seems pretty straightforward.

AG: Today, we have the ability to perform attribution across any online channel.  We are able to account for the value of a click, a view-thru, an interact-thru, and video on a conversion.  If we can track that an ad, a video, a direct visit, organic visit, etc., was involved in a conversion, we can attribute credit (profit, revenue, sales, engagement) across those activities in a statistically sound manner…

Continue reading on AdExchanger.com

The lottery has a slogan, “You have to play to win.” In business, you have to be considered to win. The more often you are considered the more chances you have to win.

If you want to increase your odds of being considered, and even more importantly, increase your odds of winning, then you need to engage consumers as early as possible in the buying cycle…

Continue reading on Search Engine Watch Blog…

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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If your company has conversions that occur offline, either on the phone or at a brick and mortar store, you need to understand if those offline conversions are a result of your online advertising. If you don’t figure this out, you’re undervaluing your advertising, which leads to poor optimization decisions.

Rather than trust the myriad studies done by search engines and other third parties about the impact of online advertising to offline conversions, you need to implement a system that truly ties your online ad spend to your offline conversions. What most marketers don’t realize is that some simple techniques actually allow you to do this…

Continue reading on Search Engine Watch blog…

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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ClearSaleing’s Adam Goldberg to Show Benefits of Attribution in B2B and Multi-Channel Marketing

Chicago, IL (PRWEB) October 19, 2010

Applying attribution management to improving B2B lead generation, and using attribution to increase ROI in cross-channel marketing, are on ClearSaleing’s agenda at the Search Engine Strategies Chicago conference, October 18-22. ClearSaleing, a leader in attribution management and advertising analytics, will explore the benefits of using attribution management in both B2B and B2C marketing at two panel workshops.

“ClearSaleing continues to prove the benefits of attribution in cross-channel marketing in the consumer marketplace. I am excited about the opportunity to also explore how attribution management can be highly effective in B2B marketing. Attribution helps increase marketing spend ROI, whether B2B or B2C, by showing marketers where their ad spend is bringing in desired results, and where they can be more effective,” says Adam Goldberg, Chief Innovation Officer and co-founder, ClearSaleing.

Goldberg will be a featured speaker at the SES panel, “B2B Lead Generation Management & CRM Integration,” Wednesday, October 20th from 5 to 6 PM. Joining Goldberg are moderator Patricia Hursh President, SmartSearch Marketing, and Scott Brinker, President and Chief Technology Officer, ion interactive. The session will focus on “post-click” best practices — specific to B2B search marketers and/or companies with a complex sales cycle. During the presentation, attendees will learn about conversion improvement tips, landing page and microsite testing, lead scoring, nurturing and management, integration with CRM systems and how to follow search leads through to offline sales.

ClearSaleing’s attribution technology enables marketers to track the Purchase Path from online activity to offline sales, easily integrating with CRM, ERP and other corporate systems, including tracking phone and in-store orders.

Channel Surfing
Goldberg is also a featured speaker at “Channel Surfing: Measuring Profit and ROI Across Channels,” Thursday, October 21, from 12 to 1 PM. Joining Goldberg are moderator and author Bryan Eisenberg, and Mikel Chertudi, Sr. Director, Online & Demand Marketing, Adobe. This session will cover attribution, with panelists exploring how proper attribution models give marketers scientifically valid ways to determine how particular channels have an influence on purchase or conversion. During this session, the panelists will identify various methods for determining attribution, pin-point common attribution misconceptions and highlight questions that marketers need to ask, like, “Which types of ads or combination of ads are the most likely to lead to conversion—my display ads, Facebook ads, branded PPC ads or something else? And which ads result in the highest profit and ROI?”

Proven ROI
ClearSaleing’s attribution technology has been proven to deliver extraordinary ROI. Recently, Forrester Consulting issued a study detailing the value ClearSaleing provides to its clients. The study, titled The Total Economic Impact™ of ClearSaleing, indicates a 605 percent 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 Forrester Consulting study, which was commissioned by ClearSaleing and is available at http://landing.clearsaleing.com/tei, looked at the experience of 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 Adam Goldberg
Adam Goldberg serves as Chief Innovation Officer at ClearSaleing, a company he co-founded to help online marketers understand how customers travel a “purchase path.” ClearSaleing, recognized by Forrester Research as a leader in attribution management, employs attribution management to help brands like American Greetings develop and manage their online marketing spend at an optimum level.

Mr. Goldberg’s career has focused on building sales organizations and helping major brands achieve marketing success through strategic campaign execution. He developed Google’s first inside sales team and grew it to an annual $500M organization. He also developed sales organizations for Actuate Software and for Oracle, where he managed major accounts such as Nike, Wal-Mart and Frito Lay.

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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Testing seems to be the answer to everything advertising-related these days. When an audience member asks a tough question at a conference, a panel member inevitably says, “You have to test.”

Many of the things that we want to know or try requires that we set up a test. Tests typically need to run for a period that is twice as long as your average sales cycle (i.e., if your average sales cycle is seven days, it would be best to let that test run for a full two weeks). This allows the ads that ran on the seventh day of the test a full sales cycle, which is enough time to fairly judge the results…

Continue reading on Search Engine Watch Blog…

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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The Total Economic Impact of ClearSaleing

Forrester Consulting recently examined the total economic impact and potential ROI that enterprises may realize by deploying ClearSaleing’s advanced advertising analytics and attribution management platform. Join us for this free webinar to see the full analysis and how ClearSaleing’s customers have benefited from implementing its attribution management solution, including:

• Methodology of the TEI
• How attribution increased profitability
• Credit where credit is due is the obvious benefit and here’s why
• Other benefits aside from giving credit where credit is due
• The competitive advantage of having this solution in place

Join Forrester Senior Analyst, Emily Riley, and ClearSaleing CIO, Adam Goldberg, for the webinar on Tuesday, October 5, 2010at 1pm EST.

Register Now

Okossi, Chinnappan Bring Unparalleled Technical, Theoretical Experience to Media Mix Modeling.

Columbus, OH (PRWEB) September 22, 2010

Following directly on the heels of the release of the Forrester Consulting study that showcased a 605% ROI for companies using ClearSaleing’s software, advertising analytics leader ClearSaleing announced this week the addition of two new team members, both experts in the technical and theoretical aspects of attribution management. ClearSaleing is expanding the company’s already growing attribution management practice by naming Alphonse Okossi as the company’s Technical Director of Media Mix Modeling and Data Analytics, and Thiyag Chinnappan as its Director, Media Mix Modeling and Data Analytics.

“Customers often come to us with attribution questions based on their own complex marketing spend,” said Adam Goldberg, co-founder and Chief Innovation Officer at ClearSaleing. “They want to know answers to questions like, ‘How much credit should I attribute to impressions in a Purchase Path vs. a click?’ and ‘How should I allocate my budget across the different marketing channels available to me?’ With the growth in ClearSaleing’s Media Mix Modeling and Data Analytics practice, we will be better able to provide customers with specific statistically-sound solutions and attribution models that will allow them to more accurately assign purchase credit, identify profitable Purchase Paths, and eliminate underperforming ads or ad types. The more accurate our customer’s attribution models are, the more accurate their decisions will be about what works and what does not, which leads to greater profitability.”

“We’re delighted to welcome Alphonse and Thiyag to the ClearSaleing team,” Goldberg continued, “and know that our customers will directly benefit from the insights and experience they bring.”

ALPHONSE OKOSSI
Alphonse Okossi, ClearSaleing’s new Technical Director of Media Mix Modeling and Data Analytics, will spearhead the company’s technical efforts in developing and implementing creative statistical methods to solve offline/online media mix and attribution-related issues. Okossi’s career path highlights more than 15 years of experience in marketing analytics, data mining, predictive modeling, risk management, forecasting and optimization. His most recent role prior to joining ClearSaleing was as Managing Partner of Planning Constructs, Inc., where he led development of the company’s marketing mix and price promotion modeling platform, including managing the programming team and designing demand forecasting and simulation web tool.

Prior to Planning Constructs, Okossi was the Analytical Product Development Manager for Information Resources, Inc., where he lead and conducted hands-on statistical modeling and related software application projects for price promotion, marketing mix, assortment, seasonality, incrementality and related forecasting/simulation web tools development. Prior to this position, Okossi held various high-level analytics consulting positions, providing web-enabled statistical analyses for clients, including Wells Fargo and JC Penney. Okossi, whose career started in the finance industry, holds a Ph.D. in Economics and an MA in International Finance and Trade from State University of New York at Albany.

THIYAG CHINNAPPAN
In his role as Director of Media Mix Modeling and Data Analytics, Thiyag Chinnappan will be responsible for leading the company’s practice and product strategy related to advanced data analytics. Chinnappan’s work experience is rich in analytics and media mix modeling. Prior to joining ClearSaleing, Chinnappan served as client manager in the analytics consulting division of The Nielsen Company where he developed and managed marketing and media mix activities for Kraft Canada, among other clients.

Before his work with Nielsen, Chinnappan was a project manager in marketplace analytics for HAVI Global Solutions, where he provided tactical data analysis and campaign launch insights for clients including McDonalds. Chinnappan, who holds an MBA from the University of Chicago’s Booth School of Business, also holds a diploma in Project Management from Northwestern University.

CLEARSALEING ANNOUNCES NEW SERVICE OFFERINGS, TEI REPORT
With the addition of Okossi and Chinnappan, ClearSaleing plans to add a host of new offerings to its service roster, including improving existing attribution performance using profit weighting from Media Mix models, performing custom online/offline media mix analyses, simulating and predicting future sales using demand forecast functionality, and conducting custom analytics studies using advanced econometric techniques. Additionally, ClearSaleing will also develop custom Analytics Dashboards to allow clients immediate access to data and insights on specific online purchase behavior and target customers.

ClearSaleing also recently announced the release of a Forrester Consulting study detailing the value that ClearSaleing provides to its clients. The study, titled “The Total Economic Impact™ of ClearSaleing”, indicates a 605 percent adjusted return-on-investment for companies engaging in ClearSaleing’s attribution management offering, along with additional benefits of time savings, eliminating waste and more. Forrester conducted interviews with four ClearSaleing clients and 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. The full study is available for free on the ClearSaleing site.

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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