Posts Tagged ‘interactive attribution’

ClearSaleing Delivers 605 Percent ROI to Clients, According to Forrester Consulting

Wednesday, September 15th, 2010

Study Indicates Significant Cost Savings and Improved Efficiency in Decision Making, Media Buying for Clients Engaging in ClearSaleing’s Attribution Management Model

Columbus, OH (PRWEB) September 15, 2010

Forrester Consulting today issued a study detailing the value advanced advertising analytics provider 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.

“We are thrilled to have the validation of a reliable third-party like Forrester Consulting to back up our more than four years of success in working with clients,” said Adam Goldberg, chief innovation officer and co-founder of ClearSaleing. “This study verbalizes what we at ClearSaleing have long known: our model for managing advertising portfolios is a valuable and irreplaceable asset.”

Forrester Consulting also found that customers are able to more efficiently bid on keywords and tighten ad spend by assigning attribution to each channel and by launching new initiatives to increase conversion rates. With more accurate reporting, customers could focus on new marketing campaigns, landing pages and other strategic projects that resulted in improved conversion rates. The companies interviewed by Forrester Consulting also experienced a significant cost and time savings in reporting, creating a more efficient and prosperous organization.

“The benefits of engaging ClearSaleing have proved nearly limitless for AmericanGreetings.com, providing us a strategic guideline for advertising that is based on measurable and actionable results,” said Tessa Fraser, senior marketing manager of American Greetings Interactive, a long-time ClearSaleing client. “Not only do we now better understand our customers and how to reach them more effectively, we also have eliminated tactics which weren’t reaching our desired audiences. ClearSaleing is an important partner in helping us achieve our long-term goals.”

Forrester Consulting’s proprietary Total Economic Impact methodology examines the cost, benefit, flexibility and risk factors that affect an investment decision. Its multistep approach evaluates the impact a company, like ClearSaleing, can have on an organization.

For more information on the Total Economic Impact study methodology, visit www.forrester.com/TEI. For more information and to read the full ClearSaleing study, visit http://landing.clearsaleing.com/tei.

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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Looking Beyond Last Click: An Agency’s Approach to Interactive Attribution

Monday, June 21st, 2010

Join ClearSaleing on Wednesday, June 30 at 1pm EST for the next webinar in the Attribution Management series titled:  Looking Beyond Last Click: Rosetta’s Approach To Interactive Attribution.

Rosetta’s command of ClearSaleing’s attribution management technology has helped them improve client performance in many ways. Join us for this free webinar to discover more about:

- How different marketing tactics tend to come in at different points in the conversion funnel

- Why it is important to provide credit to the entire purchase path a user utilizes to convert

- How seeing Purchase Paths provides opportunities to see what channels are doing for themselves and others

- How understanding the complete picture for PPC upper funnel terms impacted accounts

- How attributed data has been a component in successfully driving down CPA

- How impression tracking proves the true value of display

Speakers during the webinar include Rosetta’s Analytics and Optimization Manager, Brean  Bark, along with Search, Online and Social Media Manager, Aaron Smith. The discussion is moderated by ClearSaleing’s co-founder and CIO, Adam Goldberg.

Register now for this free webinar.

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Search Engine Land: Attribution- What It Is And Why It’s Important

Tuesday, January 5th, 2010

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…

Read the entire article on the Search Engine Land Blog…

Attribution: What It Is And Why Its Important

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Interactive Attribution: Last Click Measurement Is Dead. Now What?

Tuesday, December 29th, 2009

Watch the Webcast- (registration required)

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)

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Forrester-ClearSaleing Webinar Examined the ROI Benefits of Emerging Science

Monday, December 7th, 2009

By Amy Hooker, Maven Communications

During a fascinating and insightful hour-long webinar December 1, account managers, brand managers and search marketers from advertisers and agencies listened to Forrester Research analyst Emily Riley and ClearSaleing co-founder Adam Goldberg explain why attribution management is a discipline that should be applied to marketing spend at all budget levels.

Webinar participants learned that attribution is the practice of distributing credit for an action or conversion across multiple ads rather than assigning full credit to the most recent ad.  ClearSaleing’s Adam Goldberg is an evangelist for eliminating ‘last click’ thinking, and moving marketers toward the concept of using attribution modeling to give proper credit to all touchpoints that contribute to a conversion.

Searching for Accuracy

The webinar also focused on the role of search in attributing credit for conversions. Typically a consumer can conduct several searches before moving toward a purchase. Paid search is a very effective closing vehicle, but often, it is not where a customer’s Purchase Path begins, said Goldberg.  Search often gets overvalued because shopping engines, email campaigns, social media and other touchpoints are not measured along the Purchase Path, Goldberg explained.

Purchase Path

Attribution Modeling

Advertisers and agencies have options on what type of attribution they choose to employ.  First click attribution is useful for determining which touchpoint created momentum toward a conversion. Equal credit attribution assigns the same value to each touchpoint. Algorithmic attribution is a higher investment but the most accurate because each touchpoint gets the most accurate credit.

ClearSaleing’s model is based on algorithmic attribution, which employs a sample size large enough to be statistically relevant.  ClearSaleing and its partner, Vetra Analytics, analyze hundreds of thousands of touchpoints along a Purchase Path.  These touchpoints include organic and paid search, shopping engines, email response and social media sites – all points along a Purchase Path that contribute to a conversion.  With this data, ClearSaleing is able to assign a weight to each touchpoint that is a realistic predictor of influence.

Last Click and Even Attribution

Why Attribution?

Attribution moves marketers further away from ‘last click’ thinking, which does not represent an accurate picture of how consumers act or buy.  By applying attribution, marketers can see what ads are working to bring in ROI and eliminate those that are not working, making the necessary adjustments to their marketing spend.

The best practice is to recalibrate your marketing mix based on seasonality and other key factors relating to your particular business, said Goldberg, who noted that ClearSaleing often works with clients quarterly to calibrate the effectiveness of their marketing spend.

Regardless of the level of marketing spend, the webinar presented a clear case on why attribution can help all advertisers and agencies not spend more, but spend smarter.

During the webinar Riley referred to her Q4 2009 Forrester Wave Report on Interactive Attribution, in which ClearSaleing was named as a leader.  For more information visit www.ClearSaleing.com

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Burying The Last Click: ClearSaleing To Host December 1 Webinar On Interactive Attribution Featuring Independent Research Firm

Monday, November 23rd, 2009

ClearSaleing discusses attribution management best practices at two upcoming events.

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

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Webinar: Last Click Measurement Is Dead

Thursday, November 12th, 2009

Join ClearSaleing CIO and Co-Founder, Adam Goldberg, along with guest speaker, Forrester Senior Analyst, Emily Riley, for the webinar Interactive Attribution: Last Click Measurement Is Dead. Now What?

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

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Attribution Management Buyers Guide Part 6 & 7 – Purchase Path Stages and Time

Friday, October 30th, 2009

Given the critical nature of attribution management to advertising analytics, we have created the Attribution Management Buyer’s Guide for marketers to use when selecting an advertising analytics and optimization platform.  The Guide is intended to highlight key attribution management features and functionality that should be available in any advertising analytics solution you select.

This is the sixth blog in a 10-part blog series for the Attribution Management Buyers Guide. This sixth section focuses on Purchase Path Stages.

Purchase path stages represent specific consideration steps in the overall buying process that a consumer goes through en route to a purchase.

Now that you are valuing ads based on where they occur in the customer buying cycle, it will be important for you to be able to identify and differentiate which specific ads introduce your brand to the customer, which ads influence their buying decision, and which ads close the sale. This information helps you pinpoint how certain ads are having a positive influence on customers in the beginning or middle of the buying cycle versus those at the end that close deals.

One question to ask vendors is, ‘How does your system report on which ads do a great job of introducing people to my business, closing deals, or being an ad that sits in between the two and influences the buying behavior? ‘

An additional benefit of working with a vendor that determines the effectiveness of all relevant ads along the purchase path is that, like most companies starting out in attribution, you will find you have many ads that close deals, but very few that wields influence during the early part of the buying cycle. This type of information highlights opportunities to invest in ads that are effective influencers in the early or middle parts of the buying cycle.

Attribution Management Buyers Guide Part 7 – Time

Time is one of the most impactful variables when performing attribution. Therefore, it is important that the attribution technology utilized provides you a lot of flexibility to apply different time variables and provides a lot of insight about the time it takes consumers to purchase and to navigate through the Purchase Path.

Here are some questions that you should ask of attribution management vendors to ensure that you’ll have the flexibility needed to handle this important variable:

  • – How is time factored in your tool’s attribution models?
  • – What kind of flexibility do I have?
  • – Can you tell me the time from first ad to conversion? Last ad to conversion?
  • – Can you tell me the time between ad clicks, ad impressions, direct visits, and organic visits in the Purchase Path?
  • – How long do your cookies last?
  • – How do I know the appropriate window of time to give credit back to an ad?

The ideal attribution management solution should be flexible with leveraging time as one of the key attribution attributes. Specifically, the solution should allow you to tell the time from first and last click to conversion. It should also be able to measure intervals between all clicks in the Purchase Path. This data, coupled with the ability to set an appropriate time window to apply attribution, will allow you to more accurately attribute proper credit back to the ads that contributed to the sale. In addition, the cookie that the vendor provides should optionally be configurable to last for much greater than 30 days, and it should renew each time that person visits the website.

The ideal attribution management vendor should allow you to easily see the time from first ad to conversion, last ad to conversion, and the time between each ad. The cookie that the vendor provides should last for much greater than 30 days and should renew each time that person visits the website.

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Independent Research Firm Names ClearSaleing A Leader in Attribution Management

Monday, October 26th, 2009

ClearSaleing Earns Highest Score in Both Current Offering and Strategy Categories among Interactive Attribution Vendors

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 WaveTM: 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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Total Economic Impact: Attribution Webinar


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.

Register Now »

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.

More about Attribution Management »

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