Posts Tagged ‘AMF 1: Lifetime of a Banner Impression’

Attribution Management Forum 1.0 – Measuring an Ad’s Value: A Forum Discussion

Monday, December 28th, 2009

Watch the Forum- Real Media Audio (16k)

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)

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Is the shelf life of a banner impression 30 days?

Tuesday, October 28th, 2008

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.

See how others voted

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Is the shelf life of a banner impression 10 days?

Tuesday, October 28th, 2008

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.

See how others voted

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Is the shelf life of a banner impression 1 day?

Tuesday, October 28th, 2008

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.

See how others voted

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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.

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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.
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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.

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