social media, seo, and offline ads: the attribution management forum 2.0
DESCRIPTION
The Attribution Management Forum 2.0, which took place on January 29, 2009, was the second installment in the Forum series. As in the first Forum, audience members were presented with Purchase Paths and then given the opportunity to interactively vote on what they believed to be the best attribution rule.Topics in the second Forum were based on user generated content and feedback from the first Forum. Some of the discussions included: time sensitive attribution, product sensitive attribution, and search/display interaction.This is the second video/presentation in the 2.0 series and covers Banners Impressions and Clicks. For more information, please visit http://www.AttributionManagement.com and check the site for in-depth analysis of the results and registration for the Attribution Management Forum 3.0, which will take place in Spring 2009TRANSCRIPT
©2009 Third Door Media, Inc.
Attribution Management Forum 2.0
Adam Goldberg, ClearSaleing
Thursday, January 29, 2009
1 PM EST
ClearSaleing Confidential
©2009 Third Door Media, Inc.
www.clearsaleing.com
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Catalog/Direct Mail with a Branded Search*
Finish Line
Received within 7 days of online purchase.
$
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Should catalog/direct mail get credit when used with search?
Catalog Branded Search Sale
50% 50%
Catalog Branded Search Sale
100% 0%
AA
BB
Catalog Branded Search Sale
0% 100%
Catalog Branded Search Sale
X% Y%
CC
DD
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Results from AMF 2.0: Should catalog/direct mail get credit when used with search?
Sorted by experience level
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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
Results from AMF 2.0: Should catalog/direct mail get credit when used with search? Sorted by business type
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Search with SEO*
Running Shoes
Woman’s Nike Shox
Finish Line
Nike Shox Turbo VII
$ClearSaleing Confidential
©2009 Third Door Media, Inc.
Should SEO be credited when used with search?
Search SEO Search SEO Sale
25% 25% 25% 25%
Search SEO Search SEO Sale
50% 0% 50% 0%
Search SEO Search SEO Sale
33.33% 33.33% 33.33% 0%
AA
BB
CC
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Results from AMF 2.0: Should SEO be credited when used with search?
Sorted by business type
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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Woman’s Nike Shox
Twitter and a Paid Search
Bought before midnight and saved 20%
ClearSaleing Confidential
Bought before midnight and saved 20%
©2009 Third Door Media, Inc.
9. Does Twitter deserve credit?
Twitter Search Sale
100% 0%BB
Twitter Search Sale
50% 50%AA
Twitter Search Sale
0% 100%CC
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit?
Sorted by experience levelNo AM and Purchase Path
Experience
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%
ClearSaleing Confidential
AM and Purchase Path Experience
B25.81%
C6.45%
A67.74%
A
B
C
©2009 Third Door Media, Inc.
Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit?
Sorted by business type
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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Twitter and the address bar
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit?
Sorted by experience level
AM and Purchase Path Experience
B66.66%
C6.67%
A26.67%
A
B
C
No AM and Purchase Path Experience
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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Results from AMF 2.0: Twitter and Address bar, does Twitter deserve credit?
Sorted by business type
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
ClearSaleing Confidential
©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
ClearSaleing Confidential
©2009 Third Door Media, Inc.
www.clearsaleing.com
ClearSaleing Confidential