clearsaleing-forrester webinar excerpt - interactive attribution: the last click measurement is...
DESCRIPTION
Fewer than one third of online marketers are happy with their ability to measure interactive media. The main reason is that the industry standard of crediting the last click or last interaction is flawed. Recently, several leading players in the industry have introduced the concept of attribution measurement, which assigns credit to multiple touchpoints in a consumer's purchase path. To view the entire webcast: http://event.on24.com/r.htm?e=178697&s=1&k=9962C2AE63E95DA0D1E03799B4A7BBD5TRANSCRIPT
Forrester and ClearSaleing Webcast:
Interactive Attribution: The Last Click Measurement Is Dead.
Now What?
Co-hosted by Forrester Senior Analyst, Emily Riley and
ClearSaleing CIO, Adam Goldberg
December 2009
Clear’-Sale’ing (klir sāl ing) n. 1. an advertising technology and analytics company
2. the only effective way to manage an online advertising portfolio and increase profit (ROI) for online advertisers
v. 1. continually improving the ROI of online advertising campaigns
2. easily and transparently increasing sales and profits
CLEARSALEING DEFINED
PURCHASE PATH™
Total Paths 22
Start with Search 4 18.2%
End with Search 11 50.0%
Total Steps in Paths 66 NA
Search in Paths 26 39.3%
PURCHASE PATH™
Total Paths 22 Profit Credit
Last click search attribution 11 50.0%
Even search attribution 26 39.3%
LAST CLICK & EVEN ATTRIBUTION
SEARCH CLOSER
Number of Paths 10
End with Brand Search 7
End with Non-brand Search 3
BRANDED CLOSER
DISPLAY & THE PURCHASE PATH™
Total Paths 22
Start with Search 6 27.3%
End with Search 6 27.3%
Steps in Path 73 NA
Search in Paths 11 15.1%
Ends with Direct 11 50.0%
DISPLAY & THE PURCHASE PATH™
* Orange line denotes branded PPC ad
DISPLAY TO SEARCH
Total Orders 31
End with Brand 18 58.0%
End with Other 13 42.0%
* Orange line denotes branded PPC ad
DISPLAY TO SEARCH
AFFILIATES IN PURCHASE PATH™
Total Paths 22
Start with Search 5 22.7%
End with Search 8 36.4%
Steps in Paths 47 NA
Search in Paths 14 29.7%
Start with Affiliate 0 0.0%
End with Affiliate 9 40.9%
AFFILIATES IN PURCHASE PATH™
Adam S. Goldberg
Chief Innovation OfficerP: 614.448.2688 x902
1177 Olentangy River Road
Columbus, OH 43212
www.ClearSaleing.com
www.AttributionManagement.com
www.ClearSaleing.com/Blog