Download - The Attribution Management Forum 2.0

©2009 Third Door Media, Inc.

Attribution Management Forum 2.0

Adam Goldberg, ClearSaleing

Thursday, January 29, 2009

1 PM EST

ClearSaleing Confidential

www.clearsaleing.com


Mechanics of the survey

1. Present a Purchase Path™

1. Example: Search -> Search -> Search = Sale

2. Example: Banner Impression -> Search =Sale

1. Present 2-4 Attribution Rules Based on the Purchase Path™

2. Audience Votes on the Best Rule

3. Results Shared

4. Repeat


Attribution Management Forum 2.0 Results Key

PP: Purchase Path

AM: Attribution Management

Titles with (*) are audience suggested Purchase Path’s that were submitted after the first Forum

The results based on experience depended on the poll pre-screening questions and whether or not the audience member is currently performing Attribution Management or tracking Purchase Path’s


Search Search Search*

January 1Running Shoes

January 15Woman’s Nike Shox

$

January 30Nike Shox Turbo VII


1. Is last, first, or even attribution the better rule?

Search Search Search Sale

33.33% 33.33% 33.33%


100% 0% 0%

AA


0% 0% 100%CC


AM and Purchase Path Experience

B0.00%

C34.62%

A65.38%

A

B

C

No AM and Purchase Path Experience

B25.00%

C16.67%

A58.33%

A

B

C

All Results

B7.89%

C28.95%

A63.16%

A

B

C

A - Even = 33%, 33%, 33%

B - First= 100%, 0%, 0%

C - Last = 0%, 0%, 100%

Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule?Sorted by Experience level


Poll 1 Results from AMF 2.0: Is last, first, or even attribution the better rule?Sorted by business type

Agency

B5.88%

C23.53%

A70.59%

A

B

C

B2B

B9.09%

C45.45%

A45.45%

A

B

C

B2C

B10.00%

C20.00%

A70.00%

A

B

C

All Results

B7.89%

C28.95%

A63.16%

A

B

C


Product sold unrelated to the ads

Running Shoes

Woman’s Nike Shox

Finish Line


2. If product sold is unrelated to the ads, which ad(s) gets credit?

Search Search Branded Search Sale

33.33% 33.33% 33.33%

Search Search Branded Search Sale

50% 50% 0%

AA

BB

CCSearch Search Branded Search Sale

0% 0% 100%



B17.95%

C35.90%

A46.15%

A

B

C


B18.75%

C31.25%

A50.00%

A

B

C

All Results

B18.18%

C34.55%

A47.27%

A

B

C

A - Even = 33%, 33%, 33%

B - First= 50%, 50%, 0%

C - Last= 0%, 0%, 100%

Poll 2 Results from AMF 2.0: If product sold is unrelated to the ads, which ad(s) gets credit?

Sorted by experience level


Poll 2 Results from AMF 2.0: If product sold is unrelated to the ads, which ad(s) gets credit?

Sorted by business type

Agency

B25.00%

C25.00%

A50.00%

A

B

C

B2B

B7.14%

C50.00%

A42.86%

A

B

C

B2C

B15.38%

C38.46%

A46.15%

A

B

C

All Results

B18.18%

C34.55%

A47.27%

A

B

C


Search followed by Banner Impressions (not clicks)*

Flowers

$


Search Banner Impression

Banner Impression

Sale

33.33% 33.33% 33.33%


Banner Impression

Sale

100% 0% 0%

AA

3. Are banner impressions equal to ad clicks?

BB


Banner Impression

Sale

50% 25% 25%

CC


Poll 3 Results from AMF 2.0: Search followed by Banner Impressions Sorted by experience level


B21.95%

C65.85%

A12.20%

A

B

C


B8.00%

C72.00%

A20.00%

A

B

C

All Results

B16.67%

C68.18%

A15.15%

A

B

C

A - 33%, 33%, 33%

B - 100%, 0%, 0%

C - 50%, 25%, 25%


Poll 3 Results from AMF 2.0: Search followed by Banner Impressions Sorted by business type

All Results

B21.95%

C65.85%

A12.20%

A

B

C

Agency

B9.09%C

78.79%

A12.12%

A

B

C

B2B

B23.53%

C47.06%

A29.41%

A

B

C

B2B

B25.00%

C68.75%

A6.25%

A

B

C


Search followed by Banner Clicks*

Flowers

$


4. Are banner clicks equal to search clicks?

Search Banner Click Banner Click Sale

33.33% 33.33% 33.33%


50% 25% 25%

AA

BB


100% 0% 0%CC


Poll 4 Results from AMF 2.0: Are banner clicks equal to search clicks? Sorted by experience level


B54.54%

C4.55%

A40.91%

A

B

C


B47.62%

C4.77%

A47.62%

A

B

C

A - 33%, 33%, 33%

B - 50%, 25%, 25%

C - 100%, 0%, 0%

All Results

B51.52%

C6.06%

A42.42%

A

B

C


Poll 4 Results from AMF 2.0: Are banner clicks equal to search clicks? Sorted by business type

All Results

B51.52%

C6.06%

A42.42%

A

B

C

Agency

A35.29%

C5.88%

B58.83%

A

B

C

B2B

B44.44%

C11.11%

A44.44%

A

B

C

B2C

B42.86%

C0.00%

A57.14%

A

B

C


SEARCH

$

$

$

SEARCH

Lifetime Ad Value (LAV) with use of additional search


5. Which search deserves more credit for the second sale?

The first search

The second search

AA

BB

Search Sale Search Sale Sale

1 + X Y


Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale?



B67.57%

A32.43%

A

B

No and Purchase Path Experience

B33.33%

A66.67%

A

B

All Results

B55.17%

A44.83%

A

B

A - The first search

B - The second search


Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale?


All Results

B55.17%

A44.83%

A

B

Agency

B56.00%

A44.00%

A

B

B2B

B50.00%

A50.00%

A

B

B2C

B58.82% A

41.18%

A

B


SEARCH

SEARCH

Lifetime Ad Value (LAV) with related products


6. Lifetime Ad Value (LAV) with related products


2 0


1 + X Y

AA

BB


1 1CC


Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by experience level


B62.16%

C32.43%

A5.41% A

B

C


B71.42%

C14.29%

A14.29%

A

B

C

A - 2,0

B - 1+x, y

C - 1, 1

All Results

B65.52%

C25.86%

A8.62%

A

B

C


Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by business type

All Results

B65.52%

C25.86%

A8.62%

A

B

C

Agency

B59.26%

C29.63%

A11.11%

A

B

C

B2B

B68.75%

C18.75%

A12.50% A

B

C

B2C

B73.33%

C26.67% A

0.00% A

B

C


Catalog/Direct Mail with a Branded Search*

Finish Line

Received within 7 days of online purchase.

$


7. Should catalog/direct mail get credit when used with search?

Catalog Branded Search Sale

50% 50%


100% 0%

AA

BB


0% 100%


X% Y%

CC

DD


Poll 7 Results from AMF 2.0: Should catalog/direct mail get credit when used with search?


AM and Purchase Path ExperienceD

2.78%

B72.22%

C11.11%

A13.89%

A

B

C

D

No AM and Purchase Path ExperienceD

5.26%

B63.16%

C15.79%

A15.79%

A

B

C

D

A - 50%, 50%

B - X%, Y%

C - 100%, 0%

D - 0%, 100%

All Results

D3.64%

B69.08%

C12.73%

A14.55%

A

B

C

D


All Results

D3.64%

B69.08%

C12.73%

A14.55%

A

B

C

D

AgencyD0.00%

B65.39%

C15.38%

A19.23%

A

B

C

D

B2BD

14.29%

B78.57%

C0.00%

A7.14%

A

B

C

D

B2CD0.00%

B66.67%

C20.00%

A13.33%

A

B

C

D

Poll 7 Results from AMF 2.0: Should catalog/direct mail get credit when used with search?



Search with SEO*

Running Shoes

Woman’s Nike Shox

Finish Line

Nike Shox Turbo VII

$ClearSaleing Confidential

8. Should SEO be credited when used with search?

Search SEO Search SEO Sale

25% 25% 25% 25%


50% 0% 50% 0%


33.33% 33.33% 33.33% 0%

AA

BB

CC


Poll 8 Results from AMF 2.0: Should SEO be credited when used with search?



B0.00%

C45.71%

A54.29%

A

B

C


B0.00%

C42.86%

A57.14%

A

B

C

A - 25%, 25%, 25%, 25%

B- 50%, 0%, 50%, 0%

C - 33%, 33%, 33%, 0%

All Results

B0.00%

C44.64%

A55.36%

A

B

C


Poll 8 Results from AMF 2.0: Should SEO be credited when used with search?


All Results

B0.00%

C44.64%

A55.36%

A

B

C

Agency

B0.00%

C48.15%

A51.85%

A

B

C

B2B

B0.00%

C38.46%

A61.54%

A

B

C

B2C

B0.00%

C43.75%

A56.25%

A

B

C


Woman’s Nike Shox

Twitter and a Paid Search

Bought before midnight and saved 20%


9. Does Twitter deserve credit?

Twitter Search Sale

100% 0%BB

Twitter Search Sale

50% 50%AA

Twitter Search Sale

0% 100%CC


Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit?



B25.81%

C6.45%

A67.74%

A

B

C


B22.73%

C0.00%

A77.27%

A

B

C

All Results

B24.53%

C3.77%

A71.70%

A

B

C

A - 50%, 50%

B - 100%, 0%

C - 0%, 100%


Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit?


All Results

B24.53%

C3.77%

A71.70%

A

B

C

Agency

B20.00%

C8.00%

A72.00%

A

B

C

B2B

B35.71%

C0.00%

A64.29%

A

B

C

B2C

A78.57%

C0.00%

B21.43%

A

B

C


Twitter and the address bar


10. Does Twitter deserve credit?

Twitter Address Bar Sale

50% 50%

BBTwitter Address Bar Sale

100% 0%

AA

Twitter Address Bar Sale

0% 100%CC


Poll 9 Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit?



B66.66%

C6.67%

A26.67%

A

B

C


B66.67%

C4.76%

A28.57%

A

B

C

A - 50%, 50%

B - 100%, 0%

C - 0%, 100%

All Results

B66.67%

C5.88%

A27.45%

A

B

C


Poll 9 Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit?


All Results

B66.67%

C5.88%

A27.45%

A

B

C

Agency

B50.00%

C7.69%

A42.31%

A

B

C

B2B

B75.00%

C8.33%

A16.67%

A

B

C

B2C

B75.00%

C0.00%

A25.00%

A

B

C


©2009 Third Door Media, Inc.

www.attributionmanagement.com

Become a fan : ClearSaleing

Watch more videos : ClearSaleingInc

Follow the tweets : ClearSaleing

On-Demand version of the Attribution Management Forum 2.0 is available atwww. Searchmarketingnow.com/on-demand.com


www.clearsaleing.com


Download - The Attribution Management Forum 2.0

Top Related