Watch the Forum- Windows Media Audio (16k)

Original Date- October 28, 2008

Length- 63 minutes

This webcast brings together the online marketing and advertising minds to work together as a community to help collectively identify, evaluate, vet and ultimately recommend the best attribution valuation practices and methodologies for online advertisers.

While a few technologies are now able to effectively track and assemble the purchase path leading to conversion, there is no industry-accepted standard or method for assigning relative value to ads in the path. How do we effectively attribute which ad – or group of ads – ultimately led to the final conversion?

This webcast will bring together the online marketing and advertising minds to work together as a community to help collectively identify, evaluate, vet and ultimately recommend the best attribution valuation practices and methodologies.

In this webcast we’ll discuss

•   Various ad attribution classifications (e.g. Introducers/Influencers/Closers)

•   Common issues and scenarios surrounding attribution

•   Best allocation methods for different advertising scenarios

Watch the Forum- Real Media Audio (16k)

Watch the Forum- Windows Media Audio (16k)

In this purchase path, the consumer does a search and on the same day makes a purchase. Then over a week later, they do another search and re-discover your site. They make a second purchase a few days later, and a third purchase a few days after that.

a) In this attribution rule, you are choosing to allocate the credit for all 3 sales to the original search ad. The argument for this is that the original ad deserves all credit for the sales. For instance if you’re a marketer focused on customer acquisition, you may want to give the ad that acquired the customer credit for all future sales and ignore the impact that future advertising may have on their repeat purchases.

b) In this attribution rule, you are giving conversion credit to the ad that occurred prior to the sale, regardless of the type of ad it is. The argument for doing this is that you believe you should allocate sales back to the most recent ad that was engaged in by the consumer.

c) In this attribution rule, you believe the initial ad that got the customer in the first place deserves some credit for future sales. You also believe that the additional search is worthy of some credit for future sales. The argument for this rule is that the ad that introduced the consumer to your business and produced their first conversion is special and therefore deserves some % of the future sales that occur. You also believe that the additional search deserves some form of credit for future sales.

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In this purchase path, the consumer does a search, clicks on an ad, and on the same day makes a purchase. After their first purchase, they are now in your customer retention email program. Two days after receiving their first email, they come back to your site to buy again. They then make a third purchase a couple days later.

a) In this attribution rule, you are choosing to allocate the credit for all 3 sales to the original search ad. The argument for doing this is that you don’t value an email retention campaign as having the same effectiveness as a consumer proactively searching for a product you sell. Without the original search ad that produced the sale, they would have never been enrolled in the email program.

b) In this attribution rule, you are giving conversion credit to the ad that occurred prior to the sale, regardless of the type of ad it was. The argument for doing this is that you believe you should allocate sales back to the most recent ad that was engaged in by the consumer.

c) In this attribution rule, you believe the initial ad that got the customer in the first place deserves some credit for future sales. You also believe that the addition of the email deserves some credit as well. The argument for this rule is that the ad that introduced the consumer to your business (and their1^st sale) is special and therefore deserves some % of the future sales that occur. You also believe that your email retention program deserves some form of credit for future sales

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In this purchase path, the consumer does a search, clicks on an ad, and on the same day makes a purchase. Then that same consumer, without the need of additional advertising, makes a second purchase over a week later. A couple days after that, they make another purchase

a) In this attribution rule, you are choosing to give the ad that was responsible for the first sale credit for the future sales as well. The argument for this rule is that without being there during their first search, you may have not gotten the initial sale and therefore would not have received any of the future sales either.

b) In this attribution rule, you are giving the search ad credit for only the sale generated on the day it was clicked. The argument for doing this is that you believe the ad should only get credit for a sale you can directly tie it to.

c) In this attribution rule, you are giving the search ad complete credit on the day it was clicked and some additional credit for the future sales that were generated as well. The argument for this rule is that you believe without the initial ad, the 2^nd and 3^rd sales may not have occurred and therefore you want to give some, but not all, credit back to the initial ad.

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In this purchase path the consumer does a search and on the same day makes a purchase. Then over a week later they receive a sales/customer service call. A few days after that they make another purchase.

a) In this attribution rule, you are choosing to allocate the credit for both sales to the original search ad. The argument for doing this is that without the original search ad, the salesperson would have no one to call. Therefore the ad that got the customer deserves all the credit.

b) In this attribution rule, you are giving conversion credit to the item that occurred prior to the sale- either the ad or the call. The argument for doing this is that you believe the sale should be allocated back to the most recent engagement with the consumer.

c) In this attribution rule, you believe the initial ad that got the consumer in the first place deserves some credit for future sales. The argument for this rule is that the ad that introduced the consumer to your business and lead to the first conversion deserves a percent of future sales that occur. Also, the addition of the sales call is worthy of some percent of the credit for future sales.

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