Download - Banner Impressions and Clicks: The Attribution Management Forum 2.0

©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



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



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



Search followed by Banner Impressions (not clicks)*

Flowers

$



Search Banner Impression

Banner Impression

Sale

33.33% 33.33% 33.33%


Banner Impression

Sale

100% 0% 0%

AA

Are banner impressions equal to ad clicks?

BB


Banner Impression

Sale

50% 25% 25%

CC



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%



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



Search followed by Banner Clicks*

Flowers

$



Are banner clicks equal to search clicks?

Search Banner Click Banner Click Sale

33.33% 33.33% 33.33%


50% 25% 25%

AA

BB


100% 0% 0%CC



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


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



www.attributionmanagement.com

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On-Demand version of the Attribution Management Forum 2.0 is available atwww. Searchmarketingnow.com/on-demand.com



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