Attribution's Other Actionable Benefits

Proprietary and Confidential1

Attribution’s Other Actionable Benefits

Proprietary and Confidentialwww.ClearSaleing.com 2

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


Forrester Wave on Interactive Attribution

The definitive leader in:

• Current offering

• Product strategy

• Management team

• Corporate strategy

Proprietary and Confidentialwww.ClearSaleing.com

130+ Active Advertisers on the Platform

4

Proprietary and Confidentialwww.ClearSaleing.com

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%


Poll Question #1

How do you attribute conversion credit?

- Last Click

- Even

- Even + Exclusions

- Pattern

- Algorithmic


Attribution’s Other Actionable Benefits


Display Advertising


Negotiate C in CPA


Given a Window of Time for A




$

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

10 minutes 10 minutes


Why we feel cheated

$

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

30 days 10 minutes


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


Why we feel cheated

$


10 minutes 10 minutes


Reach


70%


80%


90%



Negotiate C and A in CPA

You the advertiser

The ad network


100%


0%

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

50%



Poll Question #2

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

- Yes

- No


Affiliates


Poll Question #3

Do you think you pay your affiliates ______?

- Too Much

- Too Little

- Just Right

- We Don’t Do Affiliate Marketing





Double Dip


Affiliates as Closers


Affiliates as Introducers


Affiliate Introducers Influencers Closers

Aff-123 0 0 20

Aff-456 3 3 5

Aff-789 7 8 5


Cross Sell/ Up-sell


Cross Sell/ Up-sell

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

= Profit


COGS

What goods were sold?


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





Up-Sell Opportunity


Latency


Poll Question #4

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

- A couple hours

- One day

- One week

- Longer



1

9876

4 532

$

SEARCH



Lower Quality Score and Increase Profit


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


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


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)


Questions?

Attribution's Other Actionable Benefits

Business

poll question

whats good

display advertising

advertising tax

gander profit

cross sell

46pm10 minutes10 minutes

increase profit