the attribution management forum: part 2 lifetime ad value and attribution
DESCRIPTION
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 second in the series: Lifetime Ad Value and Attribution. For more information about upcoming forums and more information, please visit www.attributionmanagement.comTRANSCRIPT
ClearSaleing Confidential 1
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www.clearsaleing.com
Part 2: Lifetime Ad Value and Attribution
ClearSaleing Confidential 3
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$
$
$
Lifetime Ad Value (LAV)
1 2 3 4 5
6 7 8 10 1
2 3 4
9
Should there be a Lifetime Ad Value (LAV)?
Search Sale Sale Sale
3
Search Sale Sale Sale
1
AA
Search Sale Sale Sale
1 + XCC
BB
Should there be a Lifetime Ad Value (LAV)?
Agency Responses
11.76%61.76%
26.47%
A
B
C
B2B Responses
50.00%
43.75%
6.25%
A
B
C
B2C Responses
25.00%
58.33%
16.67%
A
B
C
All Responses
14.30%57.10%
28.60%
A
B
C
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
• Yes and it works well
• Yes but could be better
• No
Should there be a Lifetime Ad Value (LAV)?
YES, COULD BE BETTER
60.00%
40.00% A
B
C
NO
19.05%
61.90%
19.05%
A
B
C
YES, WORKS WELL
9.09%
45.45% 45.45%A
B
C
ClearSaleing Confidential 7
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Lifetime Ad Value (LAV) with use of Email
1 2 3 4 5
6 7 8 10 1
2 3 4
Lifetime Ad Value (LAV) with use of Email
Search Sale Email Sale Sale
3 0
Search Sale Email Sale Sale
1 2
Search Sale Email Sale Sale
1 + X Y
AA
CC
BB
Lifetime Ad Value with use of Email
Agency Responses
9.68%
90.32%
A
B
C
B2B Responses
30.77%69.23% A
B
C
B2C Responses
25.00%
75.00%A
B
C
All Responses
14.10%
85.90%
A
B
C
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
• Yes and it works well
• Yes but could be better
• No
Lifetime Ad Value with use of Email
YES, COULD BE BETTER
16.67%
83.33%
A
B
C
NO
4.76%
95.24%
A
B
C
YES, WORKS WELL
18.18%
81.82%
A
B
C
ClearSaleing Confidential 11
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SEARCH
Lifetime Ad Value (LAV) with use of additional search
1 2 3 4 5
6 7 8 10 1
2 3 4
Lifetime Ad Value with use of additional search
Search Sale Search Sale Sale
3 0
Search Sale Search Sale Sale
1 2
Search Sale Search Sale Sale
1 + X Y
AA
CC
BB
Lifetime Ad Value with additional search
Agency Responses
13.33%
83.33%
3.33%
A
B
C
B2B Responses
41.67%
58.33%
A
B
C
B2C Responses
41.67%
58.33%
A
B
C
All Responses
74.30%
24.30%
A
B
C
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
• Yes and it works well
• Yes but could be better
• No
Lifetime Ad Value with additional search
YES, COULD BE BETTER
23.08%
76.92%A
B
C
NO
30.00%70.00% A
B
C
YES, WORKS WELL
25.00%
75.00%A
B
C
ClearSaleing Confidential 15
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$
$
Lifetime Ad Value (LAV) with a Sales Call
1 2 3 4 5
6 7 8 10
Lifetime Ad Value with a Sales Call
Search Sale Sales Call Sale
2 0
Search Sale Sales Call Sale
1 1
Search Sale Sales Call Sale
1 + X Y
AA
CC
BB
Lifetime Ad Value with a Sales Call
Poll 7, Agency Responses
18.18%
78.79%
A
B
C
Poll 7, B2B Responses
36.36%
63.64%
A
B
C
Poll 7, B2C Responses
33.33%66.67%
A
B
C
Poll 7, All Responses
23.90%73.20% A
B
C
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
• Yes and it works well
• Yes but could be better
• No
Lifetime Ad Value with a Sales Call
YES, COULD BE BETTER
16.67%
83.33%
A
B
C
NO
22.73%
77.27%A
B
C
YES, WORKS WELL
50.00%
50.00%
A
B
C
ClearSaleing Confidential 20
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www.clearsaleing.com