Attribution's Other Actionable Benefits

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Attribution’s Other Actionable Benefits

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Clear’-Sale’ing (klir sāl ing)

n. 1. an advertising analytics technology company built on attribution management

v. 1. continually improving the incrementality, profitability and diversification of digital advertising campaigns

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Forrester Wave on Interactive Attribution

The definitive leader in:

• Current offering

• Product strategy

• Management team

• Corporate strategy

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130+ Active Advertisers on the Platform

4

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LAST AD

Attribution as an Evolution

5

Display(Impression

)

SocialMedia

Retargeting

Branded

PPC

Introducer Influencer Influencer Closer

EVEN

EVEN + EXCLUSION

PATTERN

0% 0% 0% 100%

25% 25% 25% 25%

33% 33% 33% 0%

35% 25% 25% 15%

ALGORITHMIC

47% 17% 15% 21%

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Poll Question #1

How do you attribute conversion credit?

- Last Click

- Even

- Even + Exclusions

- Pattern

- Algorithmic

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Attribution’s Other Actionable Benefits

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Display Advertising

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Negotiate C in CPA

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Given a Window of Time for A

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$

August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm

10 minutes 10 minutes

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Why we feel cheated

$

July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm

30 days 10 minutes

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The shelf life of a banner impression?

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

19.67

10.89

15.40

29.40

10.67

What is the shelf life of a banner impression?

Agency B2B B2C Other Unknown

avera

ge

len

gth

in

days

*Some responses were given in hours. Those were converted into fractional days and then calculated into the averages

Average excluding Other= 15.32 days

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Why we feel cheated

$

August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm

10 minutes 10 minutes

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Reach

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70%

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80%

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90%

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Negotiate C and A in CPA

You the advertiser

The ad network

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100%

August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm

0%

July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm

50%

August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm

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Poll Question #2

If you are buying display advertising, have you negotiated both the C and A in display?

- Yes

- No

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Affiliates

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Poll Question #3

Do you think you pay your affiliates ______?

- Too Much

- Too Little

- Just Right

- We Don’t Do Affiliate Marketing

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Double Dip

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Affiliates as Closers

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Affiliates as Introducers

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Affiliate Introducers Influencers Closers

Aff-123 0 0 20

Aff-456 3 3 5

Aff-789 7 8 5

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Cross Sell/ Up-sell

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Cross Sell/ Up-sell

Revenue - Cost of Goods Sold (COGS) - Cost of Advertising - Tax - Shipping - Discounts

= Profit

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COGS

What goods were sold?

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People that buy Ping irons often buy FootJoy brand golf shoes…hmmm

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Up-Sell Opportunity

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Latency

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Poll Question #4

Over what period do you typically measure an ad’s effectiveness?

- A couple hours

- One day

- One week

- Longer

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1

9876

4 532

$

SEARCH

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Lower Quality Score and Increase Profit

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CTR 4% 3% 2%

What’s good for the Google is not always good for the gander

A B C

Orders 70 55 40

Revenue $21,000 $27,500 $24,000

Profit $2,100 $4,125 $4,800

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What’s good for the gander is good for the Google

CTR 4% 3% 2%

Impressions 300,182 300,182 300,182

Projected Clicks 12,007 9,005 6,003

Conv. Rate 1.75% 1.83% 2.00%

Orders 210 164 120

Profit/Order $30 $75 $120

Projected Profit $6,300 $12,300 $14,400

A B C

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Poll Question #5

Are you running PPC creative based on what’s good for the Google (click-through rate) or for the gander (profit)?

- The Google

- The Gander (you)

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Questions?