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In the AMF 2.0, held on January 29, 2009, we explored many of the ideas and discussions that surfaced since the first Forum (on October 28, 2009). Specifically, based upon audience results and feedback from the first Forum, we focused on the following: > Time Sensitive Attribution. One area in which we established consensus in the first Forum was that over 65% of our audience believes that when three search ads are involved in a conversion, all three ads deserve equal credit for the conversion versus crediting only the first or last ad. In AMF 2.0, we explored this scenario even further by introducing an element of time. For example, three search ads appeared in a conversion over 30 days, is there still a consensus that all ads deserve equal credit for the conversion? > Product Sensitive Attribution. A widely known industry fact is that over 44% of online purchases that are a result of online advertising are for products not related to the ad(s) that were clicked. In AMF 1.0, we did not pay attention to which product was sold, but only that a conversion occurred. In AMF 2.0, we specifically called attention to the fact the product sold was unrelated to the team of ads that produced the conversion. Does this new data point change the consensus opinion that all ads deserve equal credit? > Search - Display Interaction. In the first Forum, we saw that when two banner impressions were served to a consumer who then clicked on a corresponding search ad for the company, 88% of our audience believed that the banners deserved some credit for a subsequent conversion, but not as much as the search ad. In AMF 2.0, we reversed the order of this Purchase Path to see if people think that banner impressions that occur after a search ad are still worthy of getting some form of credit. Please visit www.AttributionManagement.com for more information and to vote on the interactive polling question. Also check the site for more in depth analysis of the results and weekly blog updates.
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©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
ClearSaleing Confidential
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
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
Search Search Search*
January 1Running Shoes
January 15Woman’s Nike Shox
$
January 30Nike Shox Turbo VII
ClearSaleing Confidential
1. Is last, first, or even attribution the better rule?
Search Search Search Sale
33.33% 33.33% 33.33%
Search Search Search Sale
100% 0% 0%
AA
Search Search Search Sale
0% 0% 100%CC
ClearSaleing Confidential
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
ClearSaleing Confidential
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
ClearSaleing Confidential
Product sold unrelated to the ads
Running Shoes
Woman’s Nike Shox
Finish Line
ClearSaleing Confidential
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%
ClearSaleing Confidential
AM and Purchase Path Experience
B17.95%
C35.90%
A46.15%
A
B
C
No AM and Purchase Path Experience
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
ClearSaleing Confidential
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
ClearSaleing Confidential
Search followed by Banner Impressions (not clicks)*
Flowers
$
ClearSaleing Confidential
Search Banner Impression
Banner Impression
Sale
33.33% 33.33% 33.33%
Search Banner Impression
Banner Impression
Sale
100% 0% 0%
AA
3. Are banner impressions equal to ad clicks?
BB
Search Banner Impression
Banner Impression
Sale
50% 25% 25%
CC
ClearSaleing Confidential
Poll 3 Results from AMF 2.0: Search followed by Banner Impressions Sorted by experience level
AM and Purchase Path Experience
B21.95%
C65.85%
A12.20%
A
B
C
No AM and Purchase Path Experience
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%
ClearSaleing Confidential
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
ClearSaleing Confidential
Search followed by Banner Clicks*
Flowers
$
ClearSaleing Confidential
4. Are banner clicks equal to search clicks?
Search Banner Click Banner Click Sale
33.33% 33.33% 33.33%
Search Banner Click Banner Click Sale
50% 25% 25%
AA
BB
Search Banner Click Banner Click Sale
100% 0% 0%CC
ClearSaleing Confidential
Poll 4 Results from AMF 2.0: Are banner clicks equal to search clicks? Sorted by experience level
AM and Purchase Path Experience
B54.54%
C4.55%
A40.91%
A
B
C
No AM and Purchase Path Experience
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
ClearSaleing Confidential
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
ClearSaleing Confidential
SEARCH
$
$
$
SEARCH
Lifetime Ad Value (LAV) with use of additional search
ClearSaleing Confidential
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
ClearSaleing Confidential
Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale?
Sorted by experience level
AM and Purchase Path Experience
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
ClearSaleing Confidential
Poll 5 Results from AMF 2.0: Which search deserves more credit for the second sale?
Sorted by business type
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
ClearSaleing Confidential
SEARCH
SEARCH
Lifetime Ad Value (LAV) with related products
ClearSaleing Confidential
6. Lifetime Ad Value (LAV) with related products
Search Sale Search Sale Sale
2 0
Search Sale Search Sale Sale
1 + X Y
AA
BB
Search Sale Search Sale Sale
1 1CC
ClearSaleing Confidential
Poll 6 Results from AMF 2.0: Lifetime Ad Value (LAV) with related products Sorted by experience level
AM and Purchase Path Experience
B62.16%
C32.43%
A5.41% A
B
C
No AM and Purchase Path Experience
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
ClearSaleing Confidential
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
ClearSaleing Confidential
Catalog/Direct Mail with a Branded Search*
Finish Line
Received within 7 days of online purchase.
$
ClearSaleing Confidential
7. 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
Poll 7 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
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?
Sorted by business type
ClearSaleing Confidential
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%
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
Poll 8 Results from AMF 2.0: Should SEO be credited when used with search?
Sorted by experience level
AM and Purchase Path Experience
B0.00%
C45.71%
A54.29%
A
B
C
No AM and Purchase Path Experience
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
ClearSaleing Confidential
Poll 8 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
Woman’s Nike Shox
Twitter and a Paid Search
Bought before midnight and saved 20%
ClearSaleing Confidential
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
Poll 9 Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit?
Sorted by experience level
AM and Purchase Path Experience
B25.81%
C6.45%
A67.74%
A
B
C
No 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
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
Twitter and the address bar
ClearSaleing Confidential
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
Poll 9 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
Poll 9 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
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www.clearsaleing.com
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