webinar « Attribution Management

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

Monday, December 28th, 2009

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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)

Tags: adam goldberg, advertising analytics, AMF 1: Banner Impressions and Clicks, AMF 1: Lifetime Ad Value (LAV) and Attribution, AMF 1: Lifetime of a Banner Impression, AMF 1: Paid Search Environment and Attribution, attribution management, Videos, Webcasts, webinar
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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.

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.

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

Tags: adam goldberg, attribution management, attribution modeling, forrester, forrestser wave, interactive attribution, last click, webinar
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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

Tags: adam goldberg, advertising analytics, attribution management, click z, emily riley, forrester wave, interactive attribution, ses, webcast, webinar
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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

Tags: adam goldberg, advertising analytics, attribution, attribution management, forrester research, forrester wave, interactive attribution, webinar
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Attribution Management Buyers Guide Part 4 – Banner/Display Advertising

Friday, October 2nd, 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 fourth blog in a 10-part blog series for the Attribution Management Buyers Guide. This fourth section focuses on Banner/Display Advertising.

Most companies have been determining if banner advertising is effective by measuring it the same way they do their pay per click ads, meaning they look at the number of times the banner gets clicked compared to its conversions to its cost. When evaluated under this method, banner advertising rarely looks as if it is performing well enough to continue to invest ad dollars towards. However, there is a hidden value in banners that can only be discovered through proper attribution.

The real value of the banners is their impressions, which help to build brand awareness and to introduce people to your product and services. It’s after being exposed to banners that consumers want to learn more about your business. Typically, after banner exposure, the next activity is to do either a natural search or click on a PPC ad so the user can get to your site, rather than clicking on the banner itself.

If you’re valuing banners the same way you do paid search ads, you will never see the influence that banners have on guiding people down the path to conversion.

If you are doing banner advertising, it is a must that you select an attribution management vendor that measures a banner’s effectiveness not only in terms of clicks, but also the influence impressions have on consumers. A banner ad can have influence even if no click occurs; therefore, preferred attribution management systems should be able to incorporate banner view‐throughs and banner clicks in their attribution management offering.

Attribution Management Buyers Guide Part 5 – Exclusions

At times, certain ads in a purchase path should not be given credit for the eventual sale. The most common example of this is when a paid search ad for a branded term is clicked at the end of a path, where the branded ad would be excluded because it is simply used for navigational purposes. The user is already sold on purchasing from your site after clicking on one or a series of your ads, then later types in your brand name and clicks on the paid ad to get back to your site before ultimately converting.

By having an attribution management system that allows for exclusions, you can ensure that you’re giving credit to ads involved in the sales process, not the navigation process, and your attribution calculations will be more accurate. Look for a vendor that offers the ability to exclude clicks that should not receive credit.

Tags: attribution management, attribution management buyer's guide, banner, banner clicks, buyers guide, clicks, display advertising, exclusions, video, video blogs, webinar
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Attribution Management Buyers Guide: Part 2 and 3

Thursday, October 1st, 2009

Attribution Management Buyers Guide Blog Part 2: Products

This is the second blog in a 10-part blog series for the Attribution Management Buyers Guide. This second section focuses on Products, where we focus specifically on the products or services that were sold as a result of a team of ads.

The most critical question to ask here is, ‘Does the solution show the actual products/services that were sold by order, or do you just report that an order occurred along with the revenue it produced?’

On our previous post, we focused on Attribution Variables, which are the key metrics by which you are valuing conversion credit across the participating team of ads. Of the three metrics we highlighted (conversions, revenue, and profit), profit was the optimal metric to use.

In order to get to profit, an attribution management system needs to be aware of the products you’ve sold so that it can calculate profit by subtracting sales price minus the price of cost of goods sold minus cost of advertising, and then apply tax and shipping rules. If the attribution management system cannot report on products sold, then it cannot produce true profit figures. At best, it will be able to take revenue and allow you to apply a flat margin across all of your sales.

An added benefit of a system that can report on products sold is that it can provide a wealth of information about trending of products you sell, which products get sold together often, and also provide an opportunity for up sell and cross sell in the future.

Attribution Management Buyers Guide Part 3: Ad Sources Tracked

For attribution management to be done correctly, it cannot be done in a silo. Many conversions are the result of multiple forms of advertising. For example, a banner impression leads someone click on a paid search ad, then an organic search, and then they convert. If the solution you’re using is only able to capture paid search, it would be oblivious to the fact that the banner impression is what introduced that person to your brand, and that the organic listing is what eventually closed the deal.

To ensure that you’re getting a system that performs attribution management across all sources (advertising and organic), make sure you ask the vendor the following questions:

Which ad sources does your system track?
Do you place tracking code on my website?
- If the vendor doesn’t offer tracking code, they are solely reliant on information that comes through the APIs of ad sources. The only ad sources that offer APIs today are search engines; therefore, a system that does this is only capable of doing attribution across paid search.
Do you get all of your data from the APIs of the ad sources?
- Again, much the like question above, this is an indicator that they only track paid search.

Do you track direct and organic visits to my site as well?
- In order to have a full view of attribution, direct and organic visits must be included.

A foundational requirement for attribution management is the ability to track across all online ad sources, not just paid search. And the ability to do that requires your advertising analytics platform to use its own tracking code, instead of relying on the limited information provided through search engine APIs. While the search engine APIs do provide some valuable management information, the data is inadequate when it comes to tracking, classifying and accurately attributing value to the team of ads that led to the sale or conversion.

Tags: advertising analytics, amf, attribution management, attribution variables, buyers guide, forum, product, video, video blog, webinar
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ClearSaleing Attribution Management Webcast Shows Marketers How to Determine ROI of ‘Untrackable’ Online Marketing

Friday, May 1st, 2009

Statistical attribution models are key to effectively allocating online ad dollars

Columbus, OH (PRWEB) May 1, 2009 – Attribution management is one of the most talked about-and misunderstood–topics in today’s online marketing environment. Agencies, e-tailers and advertisers are under increasing pressure to perfectly allocate every online ad dollar, but many are uncertain as to how to most effectively address the problem. Advertising portfolio management software provider ClearSaleing, Inc. today announced it has opened registration for a free webcast that it hopes will correct attribution management misconceptions, while giving marketers scientifically sound ways to accurately measure an ad’s influence.

ClearSaleing’s complimentary ‘Attribution Management Forum 3.0: How To Build Accurate Models To Solve Attribution’ webcast, which will take place on Tuesday, May 5 at 1PM EDT, will feature a joint presentation by attribution experts Adam Goldberg, ClearSaleing co-founder and Chief Innovation Officer and Dr. Purush Papatla, President of Vetra Analytics. There is no cost to attend the webinar, but advance registration is required; visit event host Search Marketing Now to register.

“Based on extensive research that ClearSaleing has conducted, and with the input of Purush and the Vetra Analytics team, ClearSaleing has developed scientifically sound attribution models that are proven to help marketers pinpoint the ROI of every online advertising touch point,” Goldberg said. “With an increasing percentage of ad dollars being spent on social networking and blogging activities, having the ability to accurately determine the value of these ‘passive’ opportunities is key to a company’s continued success. The attribution models we will present in the webcast offer marketers real-world solutions to tracking and determining the success of these ‘hard to track’ online mediums.”

The Attribution Management Forum 3.0 webcast will provide attendees with statistics-based models for properly attributing profit to specific online advertising expenditures. To learn more about attribution management or to find out about previous Attribution Management Forums, please visit www.AttributionManagement.com.

About Vetra Analytics
Vetra Analytics is a marketing analytics consulting firm that specializes in R&D for Marketing Analytics. Vetra also offers a number of model-driven dashboards to harvest consumer sentiment from online conversations. Created by Dr. Purush Papatla, Ph.D., the Vetra team brings years of global consulting and publishing experience to its clients. With this leadership, Vetra has the ability to dig deep into your data repositories or the Internet to locate key insights that can enhance your customer satisfaction and ROI on marketing efforts. For more information, please visit www.VetraAnalytics.com.

About ClearSaleing
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’s technology enables attribution management through its patent-pending Purchase Path technology. Purchase Path accurately attributes profit (ROI) across the multiple marketing touch points that contribute to and influence a sale. ClearSaleing is a thought leader in the growing scientific field of attribution management and founder of the Attribution Management Forum, the profession’s e-community for interactive marketers.

Tags: amf 3.0, attribution, forum, press release, webinar
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You Need More Than Simple Math to Solve Attribution

Wednesday, April 8th, 2009

If you’re reading this blog, there’s a good chance you’ve been in a situation like this: You and your marketing colleagues believe giving conversion credit to the last ad click is a flawed attribution method. Therefore, you have investigated or invested in technology that allows you to track beyond the last ad that is clicked so that you can perform attribution over the team of ads that lead to a conversion. With this new tracking in place, you then need to determine the correct attribution models, and it is at this point that if you are like most marketers, you get stuck.

Why do we get stuck? We quickly realize that the argument could be made for many different attribution models. For example, consider the following Purchase Path: a user clicks on an ad for ‘running shoes’, then clicks on an ad for ‘Nike Shox’, followed by clicking on an ad for ‘Nike turbo 7′ and making a purchase. One way to attribute in this scenario would be to give equal credit to all three ads. Another could be to give 20% of the credit to first ad, 30% to the second ad and the final 50% to the final ad. Or a third model could be the reverse, where 50% goes to the first ad then 30% to the second and 20% to the final ad. The point is that we can go on for a while with many different models. So which model is correct?

Marketers can find attribution very frustrating when observing the models above because there doesn’t seem to be a clear cut mathematical solution to what the right answer is. At this point, most marketers then begin to question if attribution is all that it’s cracked up to be given that there doesn’t seem to be any accurate way to solve the correct attribution models.

Attribution Models take some very complicated mathematics to develop. Recently, we conducted a webcast titled ‘Measuring the Immeasurable’ that featured our partner, Vetra Analytics. Vetra is a statistical consultancy made up of PHDs in Statistics and Mathematics that can utilize advanced mathematical modeling to create attribution models.

When solving for attribution, one needs to determine the ‘influence potential’ of each ad click, impression and site visit. In order to determine this potential, one needs to consider many factors, including but not limited to the timing of the ad, decay rate of the ad, if a conversion was made what products were sold, the amount spent of a first time buyer or repeat buyer, etc. In order to determine the influence potential, a model or models need to be built which will help to predict the consumer decisions as accurately as possible.

The statistical models account for one of the most difficult things for marketers to grasp – uncertainty. Uncertainty is all of the factors that may go into a buying decision that are not capable of being measured by your advanced technology. For example, did a friend recommend this product to the consumer? Did they see a billboard or TV commercial? Or did a sales person in the store influence their decision?

By accounting for the uncertainty and building a model that incorporates these factors, we can test the model on a go-forward basis. If the attribution in the model matches the actual results over a sufficient sample size and period, we then know the model that was built is mathematically sound. If the reality does not match the model, we then know the model is not optimal and can be recalibrated.

There are solutions to attribution management that will change the ways in which you manage campaigns. If you are serious about solving attribution because you recognize that accurately attributing credit to your ads will allow you to make more effective media buys, which ultimately lead to greater profits for you and your clients, then you will need to utilize a tool set that implements advanced modeling.

Always remember that a technology is only as good as the people behind it. When implementing an attribution solution, make sure you have the staff that understands how to calibrate it or that the vendor you choose offers services to assist you in building sound models. Your success with attribution is solely dependent on your ability to employ accurate models. If you are serious about solving attribution because you recognize that accurately attributing credit to your ads will allow you to make more effective media buys, which lead to greater profits for you and your clients, then you will need to engage with professionals that have the necessary mathematical skill sets, such as Vetra Analytics.

Tags: attribution, attribution management, online advertising, purchase path, vetra analytics, webinar
Posted in Articles, Weekly Analysis | No Comments »

The Attribution Management Forum: Part 5 Offline Ads

Thursday, January 15th, 2009

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.

Tags: AMF 1: Offline Ads, attribution management, Videos, webinar
Posted in AMF 1, Videos | No Comments »

Attribution Management

Posts Tagged ‘webinar’

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

Forrester-ClearSaleing Webinar Examined the ROI Benefits of Emerging Science

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

Webinar: Last Click Measurement Is Dead

Attribution Management Buyers Guide Part 4 – Banner/Display Advertising

Attribution Management Buyers Guide: Part 2 and 3

ClearSaleing Attribution Management Webcast Shows Marketers How to Determine ROI of ‘Untrackable’ Online Marketing

You Need More Than Simple Math to Solve Attribution

The Attribution Management Forum: Part 5 Offline Ads

Total Economic Impact: Attribution Webinar

About Attribution Management

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