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…

Read the entire article on the Search Engine Land Blog…

Attribution: What It Is And Why Its Important

Original Date- December 1, 2009

Length- 58 minutes

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.

Watch the Webcast- (registration required)

Columbus, Ohio,  November 23, 2009 — ClearSaleing, a technology and thought leader in attribution management, announced today it is sponsoring a December 1st webinar on interactive attribution in which leading attribution authority, Emily Riley, Forrester Research, Inc. Senior Analyst, will be the guest speaker. The webinar follows on the heels of the October 2009 published Forrester report on attribution, authored by Ms. Riley: The Forrester WaveTM: Interactive Attribution, Q4 2009.

Adam Goldberg, ClearSaleing co-founder and Chief Innovation Officer, will join Ms. Riley on the webinar, scheduled for 1 PM EST/10 AM PST, and broadcast in conjunction with Incisive Media, producer of Search Engine Strategies Conference & Expo, and publisher of SearchEngineWatch.com and ClickZ.com. The webcast will be moderated by Mike Grehan, vice president and Global Content Director, Incisive Media.

The webinar is titled: “Interactive Attribution: Last Click Measurement Is Dead. Now What?” Journalists, bloggers, industry tweeters and search marketers are encouraged and invited to attend. Attendees can register at:
http://event.on24.com/r.htm?e=178697&s=1&k=9962C2AE63E95DA0D1E03799B4A7BBD5&partnerref=EMAL

“It’s time to bury the last-click approach to analyzing ROI in search marketing,” Goldberg said. “ClearSaleing is proving that true ROI analysis goes far beyond the last click, and takes into account all the touch points along the consumer’s purchase path.”

During the webinar, Ms. Riley will give an overview on the concept of attribution, explain why it is important to understand, and will discuss attribution modeling options, such as technology applications and consulting services, along with marketing activities that can be tracked, such as all ad sources, social media, back office and offline conversions.

“The attribution management webinar will be a great educational resource for all of us either working with, or writing about, best practices in online campaign management and ROI analysis,” said Goldberg, who will be presenting case studies on attribution during the webinar.

SES Chicago Search Panel
At the Search Engine Strategies Conference, December 7-11 in Chicago, ClearSaleing’s Adam Goldberg will be a speaker in the Analytics, Conversion & Attribution Track panel titled: Why Does Search Get all the Credit? The panel is scheduled for Monday, December 7, from 4:30 to 5:30 PM. Goldberg will demonstrate, showing actual purchase paths from ClearSaleing’s application, that conversions often start with a non-search ad and why search is often the ‘closer.’ He will also examine the influence of branded versus non-branded terms and explain how non-branded terms should be factored in to purchase path and ROI analysis. Mike McDerment, CEO & Co-founder, FreshBooks, is moderating the panel. Other speakers are Bill Hunt, President, Back Azimuth Consulting; Ron Belanger, SES Advisory Board & Vice President of Worldwide Agency Sales, Omniture; Andrew Wheeler, Managing Director, iProspect Chicago, and Kristin Clark, Director, Media and Market Planning, Broadview Security.

About Emily Riley
Emily Riley is a Senior Analyst at Forrester Research, Inc. who serves Interactive Marketing professionals and specializes in advertiser, consumer, and publisher trends and technologies, which include social marketing, online brand and direct response marketing, targeting, measurement and response.

About Adam Goldberg
Adam Goldberg serves as ClearSaleing’s Chief Innovation Officer and is one of the interactive advertising industry’s leading authorities on attribution management. Prior to ClearSaleing, Goldberg was hired by Google to start their first inside sales team in 2003. While at Google, he helped to build the inside sales team into a $500 million a year organization. He also created Google’s proprietary B2B search engine to help his sales team identify prospects and to help Google better understand its customer base.

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

Recently, several leading players in the online advertising industry have introduced the concept of attribution measurement, which assigns credit to multiple touchpoints in a consumer’s purchase path.  Emily Riley, a leading authority on the topic, will present an overview of her recently published Interactive Attribution Wave.

Adam will discuss some case studies concerning attribution  and the critical components of an attribution management solution.

Register now for the webcast on Tuesday December 1, 2009 at 1PM EST

Columbus, Ohio (PRWEB) October 26, 2009 — ClearSaleing, a technology and thought leader in attribution management, today announced that the company has been recognized by Forrester Research, Inc. as an Interactive Attribution “Leader” in an independent report: “The Forrester Wave^TM: Interactive Attribution, Q4 2009″ (October 2009)”. ClearSaleing received the highest scores in both the “Current Offering” and “Strategy” categories. It also garnered a 5.0 out of a possible 5.0 score for its strength of management team.

Forrester described ClearSaleing’s attribution offering as “a standalone attribution tool with rich modeling,” saying it “comes closest to offering a complete solution…” The report also says ClearSaleing’s technology is “easy to use, sophisticated, and relevant for a wide variety of interactive marketers” and notes that “ClearSaleing is an easy-to-install standalone product rather than a feature of a larger offering, but it is still relatively affordable and scalable for a range of clients…. Through a partnership with Vetra Analytics, ClearSaleing offers the best of both rich custom modeling and easy-to-use reporting.”

“ClearSaleing is delighted to be recognized by Forrester,” says ClearSaleing co-founder and Chief Innovation Officer, Adam Goldberg. “Since we began, ClearSaleing has been working steadily to develop and deliver technology that marketers can put to use immediately to optimize campaigns and realize the greatest ROI. We believe attribution management is the linchpin of any successful marketing strategy, combining customer insight with smart campaign management.”

The Forrester report also stated that “All of the clients we spoke with were fiercely loyal to ClearSaleing, citing its high level of service and its commitment to high-quality insights.”

Based on the increasing recognition among marketing executives as to the importance of attribution management and ClearSaleing’s position as a leader in advertising analytics technology, the Company has also been successful in forming partnerships with large interactive agencies to offer its attribution management platform to their customers.

“We did an exhaustive search and review of a wide range of attribution management solutions that we could use to optimize the performance of complex, cross-media campaigns that we manage for our customers,” said Dustin Engel, Vice President, Strategy and Media, Range Online Media. “And we found that ClearSaleing had by far the most robust advertising analytics platform, built from the mindset of attribution management,” Engel said. “The ClearSaleing Attribution Management platform has received enormous interest from our customer base and has already been implemented for a few of our clients, with many other customers lining up to implement our attribution strategies utilizing the platform.”

“We knew from the beginning that to optimize the ROI of a company’s online advertising portfolio required the ability to do cross-media profit tracking and true attribution management,” said ClearSaleing President and co-founder, Randy Smith. “We have built our advertising analytics platform from the beginning on these cornerstones and our customers and our agency partners all recognize our position as a leader.”

Download the Full Report

About ClearSaleing

Named “Technology Platform Search Marketers Can’t Live Without” at the SES 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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