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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 that were presented during the forum. Look for upcoming forums that will expand upon these categories and cover new scenarios.
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ClearSaleing Confidential 1
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www.clearsaleing.com
ClearSaleing Confidential 2
“Attribution remains a complex problem, and no benchmarks exist for advertisers to start assigning credit to all inputs that lead to a particular outcome.”
- Emily Riley Sr. Analyst -
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The Last Click
The Wisdom of Crowds
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“Large groups of people are smarter than an elite few, no matter how brilliant –better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.”
ClearSaleing Confidential
What the forum is:
5
» First not last
» Thought exercise
» More profit
» Consensus
» Benchmark
» Bigger ideas
What forum is not:
» Solving attribution
» Creating algorithms
» Answering every question
» Covering every scenario
» Being perfect
Attribution Management Hierarchy
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Mechanics of the survey
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1. Present a Purchase Path™
1. Example: Search Search Search = Sale
1. Present 2-3 Attribution Rules Based on the Purchase Path™
2. Audience Votes on the Most Accurate Attribution Rule
3. Results Shared
4. Repeat
Search, Search, Search
ClearSaleing Confidential 8
Running Shoes
Woman’s Nike Shox
$
Nike Shox Turbo
Poll 1: Is even, first, or last attribution the better rule?
Search Search Search Sale33.33% 33.33% 33.33%
Search Search Search Sale100% 0% 0%
AA
Search Search Search Sale0% 0% 100%
CC
Is even, first, or last attribution the better rule?
Poll 1, All Responses
9.40%
25.00%
65.60%
ABC
Poll 1, Agency Responses
14.81%
14.81%
70.37%
ABC
Poll 1, B2B Responses
41.67%
50.00% 8.33%
ABC
Poll 1, B2C Responses
0.00%
33.33%
66.67%
ABC
Poll 1, All Responses
9.40%
25.00%
65.60%
ABC
Is even, first, or last attribution the better rule?
Branded Search
ClearSaleing Confidential 12
Running Shoes
Woman’s Nike Shox
Finish Line
$
Poll 2: Do Branded Searches deserve credit?
Search Search Branded Search Sale33.33% 33.33% 33.33%
Search Search Branded Search Sale50% 50% 0%
AA
BB
Do Branded Searches deserve credit?
Poll 2, All Responses
47.20%52.80%
AB
Do Branded Searches deserve credit?
Poll 2, Agency Responses
50.00%
50.00%
AB
Poll 2, B2B Responses
64.29%
35.71%
AB
Poll 2, B2C Responses
18.18%
81.82%
AB
Poll 2, All Responses
47.20%52.80%
AB
ClearSaleing Confidential 16
Comparison Shopping Engine with a Branded Search
Finish Line
$
Poll 3: Comparison Shopping Engine with Branded Search
CSE Branded Search Sale50% 50%
CSE Branded Search Sale100% 0%
AA
BB
Do Branded Searches deserve credit?
Poll 3, All Responses
36.40%
63.60%AB
Do Branded Searches deserve credit?
Poll 3, Agency Responses
39.39%
60.61% AB
Poll 3, B2B Responses
35.29%
64.71%AB
Poll 3, B2C Responses
23.08%
76.92%
AB
Poll 3, All Responses
36.40%
63.60%AB
ClearSaleing Confidential 20
SEARCH
$
$
$
1 2 3 4 5
6 7 8 10 1
2 3 4
9
Lifetime Ad Value (LAV)
Poll 4: Should there be a Lifetime Ad Value (LAV)?
Search Sale Sale Sale3
Search Sale Sale Sale1
AA
Search Sale Sale Sale1 + X
CC
BB
Should there be a Lifetime Ad Value (LAV)?
Poll 4, All Responses
14.30%57.10%
28.60%
ABC
Should there be a Lifetime Ad Value (LAV)?
Poll 4, Agency Responses
11.76%61.76%
26.47%
ABC
Poll 4, B2B Responses
50.00%
43.75%
6.25%
ABC
Poll 4, B2C Responses
25.00%
58.33%
16.67%
ABC
Poll 4, All Responses
14.30%57.10%
28.60%
ABC
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SEARCH
$
$
$
Lifetime Ad Value (LAV) with use of Email
1 2 3 4 5
6 7 8 10 1
2 3 4
Poll 5: Lifetime Ad Value (LAV) with use of Email
Search Sale Email Sale Sale3 0
Search Sale Email Sale Sale1 2
Search Sale Email Sale Sale1 + X Y
AA
CC
BB
Lifetime Ad Value with use of Email
Poll 5, All Responses
14.10%
85.90%
ABC
Lifetime Ad Value with use of Email
Poll 5, Agency Responses
9.68%
90.32%
ABC
Poll 5, B2B Responses
30.77%69.23% ABC
Poll 5, B2C Responses
25.00%
75.00%ABC
Poll 5, All Responses
14.10%
85.90%
ABC
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SEARCH
$
$
$
SEARCH
1 2 3 4 5
6 7 8 10 1
2 3 4
Lifetime Ad Value (LAV) with use of additional search
Poll 6: Lifetime Ad Value with use of additional search
Search Sale Search Sale Sale3 0
Search Sale Search Sale Sale1 2
Search Sale Search Sale Sale1 + X Y
AA
CC
BB
Lifetime Ad Value with additional search
Poll 6, All Responses
24.30%
74.30%
1.40%
ABC
Lifetime Ad Value with additional search
Poll 6, Agency Responses
13.33%
83.33%
3.33%
ABC
Poll 6, B2B Responses
41.67%
58.33%
ABC
Poll 6, B2C Responses
41.67%
58.33%
ABC
Poll 6, All Responses
24.30%
74.30%ABC
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SEARCH
$
$
1 2 3 4 5
6 7 8 10
Lifetime Ad Value (LAV) with a Sales Call
Poll 7: Lifetime Ad Value with a Sales Call
Search Sale Sales Call Sale2 0
Search Sale Sales Call Sale1 1
Search Sale Sales Call Sale1 + X Y
AA
CC
BB
Lifetime Ad Value with a sales call
Poll 7, All Responses
23.90%73.20% A
BC
Lifetime Ad Value with a Sales Call
Poll 7, Agency Responses
18.18%
78.79%ABC
Poll 7, B2B Responses
36.36%
63.64%
ABC
Poll 7, B2C Responses
33.33%66.67%
ABC
Poll 7, All Responses
23.90%73.20% A
BC
ClearSaleing Confidential 36
Banner Clicks
Flowers
$
Poll 8: Are banner clicks equal to search clicks?
Banner Click Banner Click Search Sale33.33% 33.33% 33.33%
Banner Click Banner Click Search Sale25% 25% 50%
AA
BB
Are banner clicks equal to search clicks?
Poll 8, All Responses
63.20%
36.80%
AB
Are banner clicks equal to search clicks?
Poll 8, Agency Responses
61.76%
38.24%AB
Poll 8, B2B Responses
53.85% 46.15%
AB
Poll 8, B2C Responses
84.62%
15.38%
AB
Poll 8, All Responses
63.20%
36.80%
AB
ClearSaleing Confidential 40
Banner Impressions (not clicks)
Flowers
$
Banner Impression
Banner Impression
Search Sale
33.33% 33.33% 33.33%
Banner Impression
Banner Impression
Search Sale
25% 25% 50%
AA
Poll 9: Are banner impressions equal to ad clicks?
BB
Are banner impressions equal to ad clicks?
Poll 9, All Responses
88.00%
12.00%
AB
Are banner impressions equal to ad clicks?
Poll 9, Agency Responses
82.35%
17.65%
AB
Poll 9, B2B Responses
92.31%
7.69%
AB
Poll 9, B2C Responses
91.67%
8.33%
AB
Poll 9, All Responses
88.00%
12.00%
AB
ClearSaleing Confidential 44
SEARCH
$
1
9876
5432
Banner Impressions with 1 day gap
SEARCH
$
Poll10: Is the shelf life of a banner impression 1 day?
Banner Impression
1 day elapsed Search Sale
0% 100%
Banner Impression
1 day elapsed Search Sale
X% Y%
AA
BB
Is the shelf life of a banner impression 1 day?
Poll 10, All Responses
81.20%
18.80% AB
Is the shelf life of a banner impression 1 day?
Poll 10, Agency Responses
93.10%
6.90% AB
Poll 10, B2B Responses
75.00%
25.00%AB
Poll 10, B2C Responses
66.67%33.33%
AB
Poll 10, All Responses
81.20%
18.80%
AB
Banner Impression
10 days elapse Search Sale
0% 100%
Banner Impression
10 days elapse Search Sale
X% Y%
AA
Poll 11: Is the shelf life of a banner impression 10 days?
BB
Is the shelf life of a banner impression 10 days?
Poll 11, All Responses
63.60%
36.40%
AB
Is the shelf life of a banner impression 10 days?
Poll 11, Agency Responses
74.19%
25.81%AB
Poll 11, B2B Responses
54.55%
45.45%
AB
Poll 11, B2C Responses
63.64%
36.36% AB
Poll 11, All Responses
63.60%
36.40%
AB
Banner Impression
30 days elapse Search Sale
0% 100%
Banner Impression
30 days elapse Search Sale
X% Y%
AA
Poll 12: Is the shelf life of a banner impression 30 days?
BB
Is the shelf life of a banner impression 30 days?
Poll 12, All Responses
60.00%40.00%
AB
Is the shelf life of a banner impression 30 days?
Poll 12, Agency Responses
60.00%
40.00%AB
Poll 12, B2B Responses
75.00%
25.00%AB
Poll 12, B2C Responses
83.33%
16.67% AB
Poll 12, All Responses
60.00%40.00%
AB
What is shelf life of a banner impression?
» Please answer in hours or days.
• If hours write: X hours
• If days write: Y days
» If you do not indicate hours or days your response will be omitted.
What is the shelf life of a banner? (open ended)
What is the shelf life of a banner impression?
10.89
15.40
19.67
29.40
10.67
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
aver
age
leng
th in
day
s
Agency B2B B2C Other Unknown
*Some responses were given in hours. Those were converted into fractional days and then calculated into the averages
ClearSaleing Confidential 56
Banner Impressions (not clicks)
Pro Flowers
$
Poll 13: Banner Impressions with Branded Search
Banner Impression(s) Branded Search Sale100% 0%
Banner Impression(s) Branded Search Sale50% 50%
AA
CC
BB
Banner
Impression
Banner
Impression
Branded
Search
Sale
33.33% 33.33% 33.33%
Banner Impressions with Branded Search
Poll 13, All Responses
21.30%
57.40%
21.30%
ABC
Banner Impressions with Branded Search
Poll 13, Agency Responses
30.00%43.33%
26.67%
ABC
Poll 13, B2B Responses
85.71%
14.29%
ABC
Poll 13, B2C Responses
27.27%
63.64%
9.09%
ABC
Poll 13, All Responses
21.30%
57.40%
21.30%
ABC
ClearSaleing Confidential 60
Running Shoes
Nike Shox Women’s
$
Nike Shox Women’s
Same search term used more than once
Search X Search Y Search Y Sale50% 50% 0%
Search X Search Y Search Y Sale33.33% 33.33% 33.33%
AA
BB
Search X Search Y Search Y Sale0% 0% 100%
CC
Poll 14: If the same search term is used is that navigational?
If the same search term is used, is that navigational?
Poll 14, All Responses
10.50%45.60%
43.90%
ABC
If the same search term is used, is that navigational?
Poll 14, Agency Responses
11.11%
51.85%
37.04%
ABC
Poll 14, B2B Responses
28.57%
42.86%
28.57%
ABC
Poll 14, B2C Responses
9.09%36.36%
54.55%
ABC
Poll 14, All Responses
10.50%
45.60%
43.90%
ABC
Offline and Online
ClearSaleing Confidential 64
Nike Running Shoes
Nike Shox
$
A TV commercial for Finish Line ran in this consumer’s zip code
Poll 15: How do we value an offline ad?
TV Search Search Sale
33.33% 33.33% 33.33%
TV Search Search Sale
Less than X% X% X%
AA
TV Search Search Sale
0% 50% 50%CC
How do we value an offline ad?
Poll 15, All Responses
15.30%15.30%
69.50%
ABC
How do we value an offline ad?
Poll 15, Agency Responses
14.81%14.81%
70.37%
ABC
Poll 15, B2B Responses
14.29%
28.57%
57.14%
ABC
Poll 15, B2C Responses
25.00%
16.67%
58.33%
ABC
Poll 15, All Responses
69.50%
15.30% 15.30%ABC
Attribution Management Hierarchy
Other Considerations in Attribution
» Keyword types: category, product, competitor, model number, branded
terms
» Time between ads
» Offline: TV, catalogs, radio, direct marketing, print
» SEO in attribution
» Customer Segmentation: First-time buyer, repeat buyer, bargain shopper,
top customer, online buyer, offline buyer
Attribution Management Forum
» www.attributionmanagement.com
» Comment on the paths and rules we discussed today
» Submit new Purchase Paths™
» Recording of webcast on www.searchmarketingnow.com
ClearSaleing Confidential 71
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www.clearsaleing.com
