The Attribution Management Forum has been created to bring together the leading online advertising minds to help collectively identify, evaluate, vet & ultimately recommend the best attribution valuation practices and methodologies. There are 5 categories concerning Attribution Management. The following video is the fifth and last video in the series: How to Value an Offline Ad.
Posts Tagged ‘AMF 1: Offline Ads’
The Attribution Management Forum: Part 5 Offline Ads
Thursday, January 15th, 2009How do we value an offline ad?
Tuesday, October 28th, 2008
In this Purchase Path, a consumer lives in a zip code where you know a television ad had run. There is no guarantee that the consumer saw the ad, but it aired in their viewing area. They search the term Nike Running Shoes, click on a Finish Line ad, but do not make a purchase. Later, they search Nike Shox and click on a Finish Line ad again and this time they make a purchase.
a) In this attribution rule, there are 3 ads involved before the sale, so the credit is distributed evenly among the 3.
b) In this attribution rule, there is no guarantee that the TV ad was seen, so it is not given as much credit as the search terms. The TV ad gets a certain percentage, but it is less than the credit given to the 2 search ads that were clicked.
c) In this attribution rule, the TV ad is not given any credit for the conversion simply because there is no proof that the customer saw it. The 2 search terms however can be tracked and are therefore deserving of equal credit of the conversion.
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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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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