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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.
Catalog/Direct Mail with a Branded Search*
Finish Line
Received within 7 days of online purchase.
$
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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
Results from AMF 2.0: Should catalog/direct mail get credit when used with search? Sorted by business type
ClearSaleing Confidential
©2009 Third Door Media, Inc.
Search with SEO*
Running Shoes
Woman’s Nike Shox
Finish Line
Nike Shox Turbo VII
$ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
Woman’s Nike Shox
Twitter and a Paid Search
Bought before midnight and saved 20%
ClearSaleing Confidential
Bought before midnight and saved 20%
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
Results from AMF 2.0: Twitter and Paid search, does Twitter deserve credit?
Sorted by experience levelNo 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
AM and Purchase Path Experience
B25.81%
C6.45%
A67.74%
A
B
C
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
Twitter and the address bar
ClearSaleing Confidential
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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
©2009 Third Door Media, Inc.
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
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ClearSaleing Confidential
©2009 Third Door Media, Inc.
www.clearsaleing.com
ClearSaleing Confidential