When something gains a lot of popularity, whether it is a new product, a celebrity, a political view, a new business process, etc., you have your supporters and detractors. Typically, the supporters only see things with rosy colored glasses, which could cause them to ignore any negatives, while detractors use a lot of half-truths or flat out lies to represent their point of view. Given that Attribution Management is amongst the hottest topics in the world of online marketing, it too has its share of supporters and detractors.
On Wednesday, May 12 at 1pm EST, ClearSaleing will be presenting a webinar on the most common myths and misconceptions by attribution’s supporters and detractors. Here are the 12 most common misconceptions that will be addressed during this webinar:
I don’t have an attribution problem
The last click is the chosen one
There are no good methods for assigning attribution credit
There are no good tools for attribution
Attribution can be done with web analytics
Attribution can be done in a silo
Attribution is about buying the right mix of media
Attribution pulls dollars away from search
Path analysis is a waste of time
A/B testing is effective for attribution
Attribution Management takes too much time to be worth it
Attribution Management is a silver bullet
If you are interested in learning more about these topics, please join us for this free webcast to hear ClearSaleing’s point of view on these items.
Attribution management is shrouded in mystery to some online marketers. But it’s pretty straight forward, actually. In the simplest terms, just because somebody clicked on a paid ad and you made a sale, it doesn’t mean the PPC ad was responsible for it. How about if that same person had been engaging with your brand for some time via an email campaign, your organic listings, a social media site and then eventually decided to buy. There’s a whole lot of contact before the click and if you’re responsible for all of those touch points, you need to be able to appropriate your marketing dollars where they count most.
For this post, I want to go one step further and explain how you can use several different types of technologies for operational and project-based attribution. The tables below should help you select the most appropriate technology based on your own attribution needs.
Operational attribution allows an advertiser to see all the steps or clicks that led to conversion in real-time and continuously attributes conversion credit across the team of ads. The three most common technologies used for operational attribution are display ad servers, website analytics and advertising analytics.
Join ClearSaleing CIO and Co-Founder, Adam Goldberg, along with VP of Biz Development, Dustin Engel, as they discuss various approaches to Attribution Management. As the need for implementing an Attribution Management solution has continued to increase, it is important to understand the various offerings available to decide which solution is the best for you.
Watch this free webcast to learn:
The various approaches to attribution, with pros and cons for each offering:
Ad Servers
Web Analytics
Consulting Groups
Technologies
The difference between Operational (day to day) vs. Project-based (strategic, high-level) attribution
On the back end, what do you do with the data?
Which solution would be best for you given your current environment need
Attribution management is a practice that is starting to get more attention from online marketers, fueled partly by the pressures they are under to make smart decisions on online ad spending.
Attribution is a method of determining which of your online ads lead a customer toward a purchase decision, and pinpointing the level of influence of each of these ads. Traditional web analytics has been helpful in determining which sites are “sticky,” and which sites draw qualified traffic, but attribution goes a step further… continue reading on DM news site
Forrester Research, Inc. recently released their Interactive Attribution Q4: 2009 report, a 44-criteria evaluation of interactive attribution vendors.
Reading the report will give you an understanding of how Forrester sees each vendor in the space and what each vendor’s strengths and weaknesses are. One key point in the analysis is there is not one specific way to do attribution—each vendor approaches attribution in a unique way. For this post, we’re going to focus on the two specific types of attribution: “operational” (or day-to-day) attribution and “project-based” (or strategic, high-level) attribution…
Fewer than one third of online marketers are happy with their ability to measure interactive media. The main reason is that the industry standard of crediting the last click or last interaction is flawed. Recently, several leading players in the industry have introduced the concept of attribution measurement, which assigns credit to multiple touchpoints in a consumer’s purchase path.
Forrester Research, Inc. Senior Analyst Emily Riley, a leading authority on the topic, will be our guest speaker and present an overview of her recently published Interactive Attribution Wave. Emily will review the shifting trends in the market, highlight key players, and show marketers how to gain valuable insights by adopting attribution measurement practices. This is the first time attribution vendors have been evaluated, yielding groundbreaking insights that are valuable for interactive marketers, vendors, and publishers alike.
Attribution management — the process of tracking, assembling and properly valuing an entire team of online ads as they lead to conversions — has become a critical component of advertising analytics.
ClearSaleing, Inc., a leader in advertising analytics and founder of the Attribution Management Forum, and Vetra Analytics, a leader in quantitative marketing, have recently announced The American Attribution Index (AAI). The 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.
In this webcast, we’ll learn more about the AAI, and how advertisers can use this new index to improve the effectiveness of their media mix allocation.
There are three versions of the American Attribution Index: the Aggregate Index, representing average attribution indices across all participating companies and all of their respective industries; Vertical Industry Indices, which represent an industry-specific attribution index across all participating companies in that respective industry; and Company-Specific Indices, developed for a specific company.
The introduction of these indices will allow marketers to gain further insight into advertising ROI, and help marketers more profitably allocate advertising budgets across available online options.
Attend this webcast and learn:
• How to discover the relative importance of online media sources in influencing purchase decisions.
• How you can benchmark against your competitors using the vertical attribution indices.
• How you can use an attribution index customized for your company to improve the allocation of your online advertising investments.
This webcast highlights key attribution management features and functionality to look for when selecting and advertising analytics solution.
Attribution management — the process of tracking, assembling and properly valuing an entire team of online ads as they lead to conversions — has become a critical component of advertising analytics. Identifying which ad deserves “credit” for the sale or conversion has never been easy. The once-popular “last-click” conversion model has given way to a more sophisticated approach that evaluates the ‘influence potential’ of each ad click, impression, or site visit. With proper attribution, marketers can accurately measure, improve, and optimize the profit and ROI generated from cross-media advertising investments. But to do so requires the right advertising analytics solution. How do you evaluate the various options? Which attribution management features and capabilities should marketers look for in advertising analytics packages?
This webcast highlights key attribution management features and functionality to look for when selecting and advertising analytics solution, including:
• tracking capability
• reporting functions
• relevance of ads along Purchase Paths
• basic and custom attribution modeling
• data storage
Find out what you need to know – and what questions to ask – when considering an advertising analytics solution for attribution management.
This webcast will focus on showing how using advanced statistical models can allow one to build attribution models that can then be tested.
The webcast will be co-hosted by Adam Goldberg, ClearSaleing co-founder and Chief Innovation Officer, and Dr. Purush Papatla, President of Vetra Analytics, which is a high-end statistical consultancy group that is partnered with ClearSaleing.
Mr. Goldberg and Dr. Papatla will show how using high-end statistical models can allow one to build attribution models that specifically address how to account for:
• Social media
• Word of Mouth
• The differences between short Purchase Paths and long Purchase Paths
Like the previous Forums, there will be some interactive elements. In the first 2 Forums, we had the audience participate by voting on various attribution scenarios. In AMF 3.0, we are going to introduce methods that can be used to solve various attribution scenarios.
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. Register for the webinar to see the full analysis and the benefits from implementing an attribution management solution.
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.
Download the Report »
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.
