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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
©2009 Third Door Media, Inc.
www.clearsaleing.com
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
Search followed by Banner Impressions (not clicks)*
Flowers
$
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Search Banner Impression
Banner Impression
Sale
33.33% 33.33% 33.33%
Search Banner Impression
Banner Impression
Sale
100% 0% 0%
AA
Are banner impressions equal to ad clicks?
BB
Search Banner Impression
Banner Impression
Sale
50% 25% 25%
CC
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
Search followed by Banner Clicks*
Flowers
$
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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%
ClearSaleing Confidential
All Results
B51.52%
C6.06%
A42.42%
A
B
C
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
www.attributionmanagement.com
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ClearSaleing Confidential
©2009 Third Door Media, Inc.
www.clearsaleing.com
ClearSaleing Confidential