AMF 1: Lifetime of a Banner Impression

In this Purchase Path the consumer sees the banner impression, 30 days go by, and then they do a search and click on the sponsored link

a) In this attribution rule, you believe that the banner cannot influence and stay relevant to the consumer after 30 days. You believe credit for the conversion should be attributed to the search only.

b) In this attribution rule, you believe the banner is still responsible in part for triggering the search and therefore deserves partial credit for the conversion. The search is also responsible for a percentage of the sale.

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In this Purchase Path the consumer sees the banner impression, 10 days go by, and then they do a search and click on the sponsored link.

a) In this attribution rule, you think that a banner cannot last in a consumers mind for 10 days and therefore the entire sale is attributed to the search.

b) In this attribution rule, you believe the banner impression is responsible for some portion of the sale and had some influence on the consumer. The search term also deserves some portion of credit for the conversion. It is therefore concluded that a banner can influence a consumer 10 days after being seen.

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In this Purchase Path a banner ad was seen on a Monday. Then on Tuesday the consumer did a search, clicked on that company’s’ corresponding sponsored link, and then made a purchase.

a) In this attribution rule, due to the fact that immediately after seeing the banner, the consumer took no action, the banner gets 0% of the credit for the sale. Here, all the credit is attributed to the search term.

b) In this attribution rule, you believe that the banner impression is responsible for triggering the search and therefore warranted for a percentage of the sale. The exact split between the search and banner is not clear, but you believe the banner can stay in the consumers mind for a period of 1 day and therefore deserves some credit for the conversion.

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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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