©2009 Third Door Media, Inc. Attribution Management Forum 2.0 Adam Goldberg, ClearSaleing Thursday, January 29, 2009 1 PM EST ClearSaleing Confidential
Banner Impressions and Clicks: The Attribution Management Forum 2.0
Oct 21, 2014
The Attribution Management Forum 2.0, which took place on January 29, 2009, was the second installment in the Forum series. As in the first Forum, audience members were presented with Purchase Paths and then given the opportunity to interactively vote on what they believed to be the best attribution rule.
Topics in the second Forum were based on user generated content and feedback from the first Forum. Some of the discussions included: time sensitive attribution, product sensitive attribution, and search/display interaction.
This is the second video/presentation in the 2.0 series and covers Banners Impressions and Clicks. For more information, please visit http://www.AttributionManagement.com and check the site for in-depth analysis of the results and registration for the Attribution Management Forum 3.0, which will take place in Spring 2009
Topics in the second Forum were based on user generated content and feedback from the first Forum. Some of the discussions included: time sensitive attribution, product sensitive attribution, and search/display interaction.
This is the second video/presentation in the 2.0 series and covers Banners Impressions and Clicks. For more information, please visit http://www.AttributionManagement.com and check the site for in-depth analysis of the results and registration for the Attribution Management Forum 3.0, which will take place in Spring 2009
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
©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
Become a fan : ClearSaleing
Watch more videos : ClearSaleingInc
Follow the tweets : ClearSaleing
On-Demand version of the Attribution Management Forum 2.0 is available atwww. Searchmarketingnow.com/on-demand.com
ClearSaleing Confidential
©2009 Third Door Media, Inc.
www.clearsaleing.com
ClearSaleing Confidential
Related Documents
