The Attribution Management Forum has been created to bring together the leading online advertising minds to help collectively identify, evaluate, vet & ultimately recommend the best attribution valuation practices and methodologies. There are 5 categories concerning Attribution Management that were presented during the forum. Look for upcoming forums that will expand upon these categories and cover new scenarios.

1. .
www.clearsaleing.com
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2. “Attribution remains a complex problem, and no
benchmarks exist for advertisers to start assigning
credit to all inputs that lead to a particular outcome.”
- Emily Riley Sr. Analyst -
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3. The Last Click
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4. The Wisdom of Crowds
“Large groups of
people are smarter
than an elite few, no
matter how brilliant –
better at solving
problems, fostering
innovation, coming to
wise decisions, even
predicting the future.”
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5. What the forum is: What forum is not:
» First not last » Solving attribution
» Thought exercise » Creating algorithms
» More profit » Answering every question
» Consensus » Covering every scenario
» Benchmark » Being perfect
» Bigger ideas
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6. Attribution Management Hierarchy
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7. Mechanics of the survey
1. Present a Purchase Path™
1. Example: Search Search Search = Sale
1. Present 2-3 Attribution Rules Based on the Purchase Path™
2. Audience Votes on the Most Accurate Attribution Rule
3. Results Shared
4. Repeat
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8. Search, Search, Search
Running Shoes
Woman’s Nike Shox
Nike Shox Turbo
$
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9. Poll 1:
Is even, first, or last attribution the better rule?
Search Search Search Sale
A 33.33% 33.33% 33.33%
Search Search Search Sale
100% 0% 0%
Search Search Search Sale
C
0% 0% 100%

10. Is even, first, or last attribution the better rule?
Poll 1, All Responses
25.00%
A
65.60% B
9.40%
C

11. Is even, first, or last attribution the better rule?
Poll 1, Agency Responses Poll 1, B2B Responses
14.81% 41.67%
14.81% A A
B B
70.37%
C 50.00%
8.33% C
Poll 1, B2C Responses Poll 1, All Responses
25.00%
A A
33.33%
66.67% B 65.60% B
9.40%
0.00% C C

12. Branded Search
Running Shoes
Woman’s Nike Shox
Finish Line
$
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13. Poll 2:
Do Branded Searches deserve credit?
Search Search Branded Search Sale
A 33.33% 33.33% 33.33%
Search Search Branded Search Sale
B 50% 50% 0%

14. Do Branded Searches deserve credit?
Poll 2, All Responses
52.80%
47.20% A
B

15. Do Branded Searches deserve credit?
Poll 2, Agency Responses Poll 2, B2B Responses
35.71%
50.00%
50.00% A A
B B
64.29%
Poll 2, B2C Responses Poll 2, All Responses
18.18%
52.80%
A 47.20% A
B B
81.82%

16. Comparison Shopping Engine with a Branded Search
Finish Line
$
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17. Poll 3:
Comparison Shopping Engine with Branded Search
CSE Branded Search Sale
A
50% 50%
CSE Branded Search Sale
B 100% 0%

18. Do Branded Searches deserve credit?
Poll 3, All Responses
36.40%
A
63.60%
B

19. Do Branded Searches deserve credit?
Poll 3, Agency Responses Poll 3, B2B Responses
39.39% 35.29%
60.61% A A
64.71%
B B
Poll 3, B2C Responses Poll 3, All Responses
23.08%
36.40%
A A
63.60%
B B
76.92%

20. Lifetime Ad Value (LAV)
SEARCH
$ 1 2 3 4 5
6 7 8 9 10
$ 1
2 3 4 $
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21. Poll 4:
Should there be a Lifetime Ad Value (LAV)?
Search Sale Sale Sale
A 3
Search Sale Sale Sale
B 1
Search Sale Sale Sale
C
1+X

22. Should there be a Lifetime Ad Value (LAV)?
Poll 4, All Responses
A
28.60%
B
C
57.10%
14.30%

23. Should there be a Lifetime Ad Value (LAV)?
Poll 4, Agency Responses Poll 4, B2B Responses
26.47%
50.00%
A A
B 43.75% B
11.76%
61.76%
C C
6.25%
Poll 4, B2C Responses Poll 4, All Responses
16.67%
28.60%
A A
25.00% B B
58.33% C 57.10% 14.30% C

24. Lifetime Ad Value (LAV) with use of Email
SEARCH
$ 1 2 3 4 5
6 7 8 10
$ 1
2 3 4 $
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25. Poll 5:
Lifetime Ad Value (LAV) with use of Email
Search Sale Email Sale Sale
A 3 0
Search Sale Email Sale Sale
B 1 2
Search Sale Email Sale Sale
C 1+X Y

26. Lifetime Ad Value with use of Email
Poll 5, All Responses
14.10%
A
85.90% B
C

27. Lifetime Ad Value with use of Email
Poll 5, Agency Responses Poll 5, B2B Responses
9.68%
30.77%
A 69.23%
A
B B
90.32%
C C
Poll 5, B2C Responses Poll 5, All Responses
14.10%
25.00%
75.00%
A A
B 85.90% B
C C

28. Lifetime Ad Value (LAV) with use of additional search
SEARCH
1 2 3 4 5
$
6 7 8
SEARCH
10 $ 1
2 3 4 $
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29. Poll 6:
Lifetime Ad Value with use of additional search
Search Sale Search Sale Sale
A 3 0
Search Sale Search Sale Sale
B
1 2
Search Sale Search Sale Sale
C
1+X Y

30. Lifetime Ad Value with additional search
Poll 6, All Responses
1.40%
24.30%
74.30%
A
B
C

31. Lifetime Ad Value with additional search
Poll 6, Agency Responses Poll 6, B2B Responses
3.33%
58.33%
13.33%
A A
41.67%
83.33% B B
C C
Poll 6, B2C Responses Poll 6, All Responses
58.33%
24.30%
A 74.30%
A
41.67%
B B
C C

32. Lifetime Ad Value (LAV) with a Sales Call
SEARCH
$ 1 2 3 4 5
6 7 8 10 $
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33. Poll 7:
Lifetime Ad Value with a Sales Call
Search Sale Sales Call Sale
A 2 0
Search Sale Sales Call Sale
B 1 1
Search Sale Sales Call Sale
C 1+X Y

34. Lifetime Ad Value with a sales call
Poll 7, All Responses
23.90%
73.20% A
B
C

35. Lifetime Ad Value with a Sales Call
Poll 7, Agency Responses Poll 7, B2B Responses
18.18% 63.64%
A 36.36%
A
78.79%
B B
C C
Poll 7, B2C Responses Poll 7, All Responses
66.67% 23.90%
33.33% A 73.20% A
B B
C C

36. Banner Clicks
Flowers
$
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37. Poll 8:
Are banner clicks equal to search clicks?
Banner Click Banner Click Search Sale
A 33.33% 33.33% 33.33%
Banner Click Banner Click Search Sale
B 25% 25% 50%

38. Are banner clicks equal to search clicks?
Poll 8, All Responses
A
63.20%
B
36.80%

39. Are banner clicks equal to search clicks?
Poll 8, Agency Responses Poll 8, B2B Responses
53.85% 46.15%
61.76% A A
38.24%
B B
Poll 8, B2C Responses Poll 8, All Responses
A
15.38% 63.20%
B
36.80%
A
84.62%
B

40. Banner Impressions (not clicks)
Flowers
$
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41. Poll 9:
Are banner impressions equal to ad clicks?
Banner Banner Search Sale
Impression Impression
A
33.33% 33.33% 33.33%
Banner Banner Search Sale
B Impression Impression
25% 25% 50%

42. Are banner impressions equal to ad clicks?
Poll 9, All Responses
12.00%
A
B
88.00%

43. Are banner impressions equal to ad clicks?
Poll 9, Agency Responses Poll 9, B2B Responses
7.69%
17.65%
A A
B B
82.35% 92.31%
Poll 9, B2C Responses Poll 9, All Responses
8.33%
12.00%
A A
B B
88.00%
91.67%

44. Banner Impressions with 1 day gap
SEARCH
1 2 3 4 5
$
SEARCH
6 7 8 9
$
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45. Poll10:
Is the shelf life of a banner impression 1 day?
Banner 1 day elapsed Search Sale
Impression
A
0% 100%
Banner 1 day elapsed Search Sale
Impression
B
X% Y%

46. Is the shelf life of a banner impression 1 day?
Poll 10, All Responses
18.80%
A
B
81.20%

47. Is the shelf life of a banner impression 1 day?
Poll 10, Agency Responses Poll 10, B2B Responses
6.90%
A A
25.00%
B B
75.00%
93.10%
Poll 10, B2C Responses Poll 10, All Responses
A A
66.67% 18.80%
33.33% B B
81.20%

48. Poll 11:
Is the shelf life of a banner impression 10 days?
Banner 10 days elapse Search Sale
Impression
A
0% 100%
Banner 10 days elapse Search Sale
B Impression
X% Y%

49. Is the shelf life of a banner impression 10 days?
Poll 11, All Responses
A
63.60%
B
36.40%

50. Is the shelf life of a banner impression 10 days?
Poll 11, Agency Responses Poll 11, B2B Responses
A A
25.81% 54.55%
B B
74.19%
45.45%
Poll 11, B2C Responses Poll 11, All Responses
36.36% A A
63.60%
B B
36.40%
63.64%

51. Poll 12:
Is the shelf life of a banner impression 30 days?
Banner 30 days elapse Search Sale
Impression
A
0% 100%
Banner 30 days elapse Search Sale
Impression
B
X% Y%

52. Is the shelf life of a banner impression 30 days?
Poll 12, All Responses
A
B
40.00%
60.00%

53. Is the shelf life of a banner impression 30 days?
Poll 12, Agency Responses Poll 12, B2B Responses
A A
40.00% 25.00%
B B
60.00% 75.00%
Poll 12, B2C Responses Poll 12, All Responses
16.67% A A
B B
60.00%
40.00%
83.33%

54. What is shelf life of a banner impression?
» Please answer in hours or days.
• If hours write: X hours
• If days write: Y days
» If you do not indicate hours or days your response will be omitted.

55. What is the shelf life of a banner? (open ended)
What is the shelf life of a banner impression?
35.00
29.40
30.00
length in days
25.00
average
19.67
20.00
15.40
15.00
10.89 10.67
10.00
5.00
0.00
Agency B2B B2C Other Unknown
*Some responses were given in hours. Those were converted into fractional days and then calculated into the
averages

56. Banner Impressions (not clicks)
Pro Flowers
$
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57. Poll 13:
Banner Impressions with Branded Search
Banner Banner Branded Sale
Impression Impression Search
A
33.33% 33.33% 33.33%
Banner Impression(s) Branded Search Sale
B 100% 0%
Banner Impression(s) Branded Search Sale
C
50% 50%

58. Banner Impressions with Branded Search
Poll 13, All Responses
A
21.30%
B
57.40% C
21.30%

59. Banner Impressions with Branded Search
Poll 13, Agency Responses Poll 13, B2B Responses
A A
43.33% 14.29%
30.00%
B B
C C
26.67%
85.71%
Poll 13, B2C Responses Poll 13, All Responses
A A
21.30%
27.27% B B
C 57.40% C
63.64%
9.09% 21.30%

60. Same search term used more than once
Running Shoes
Nike Shox Women’s
Nike Shox Women’s
$
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61. Poll 14:
If the same search term is used is that navigational?
Search X Search Y Search Y Sale
A
0% 0% 100%
Search X Search Y Search Y Sale
B 33.33% 33.33% 33.33%
Search X Search Y Search Y Sale
C 50% 50% 0%

62. If the same search term is used, is that navigational?
Poll 14, All Responses
A
10.50%
45.60%
B
C
43.90%

63. If the same search term is used, is that navigational?
Poll 14, Agency Responses Poll 14, B2B Responses
11.11%
A A
42.86%
B B
51.85%
28.57%
C C
37.04%
28.57%
Poll 14, B2C Responses Poll 14, All Responses
36.36% 9.09% A 10.50% A
B 45.60%
B
C C
43.90%
54.55%

64. Offline and Online
A TV commercial for Finish Line ran in this consumer’s zip code
Nike Running Shoes
Nike Shox
$
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65. Poll 15:
How do we value an offline ad?
TV Search Search Sale
A
33.33% 33.33% 33.33%
TV Search Search Sale
Less than X% X% X%
TV Search Search Sale
C
0% 50% 50%

66. How do we value an offline ad?
Poll 15, All Responses
A
15.30% 15.30%
B
C
69.50%

67. How do we value an offline ad?
Poll 15, Agency Responses Poll 15, B2B Responses
A A
14.81% 14.81% 14.29%
B B
28.57%
C C
57.14%
70.37%
Poll 15, B2C Responses Poll 15, All Responses
A A
16.67% 15.30% 15.30%
25.00%
B B
C 69.50%
C
58.33%

68. Attribution Management Hierarchy

69. Other Considerations in Attribution
» Keyword types: category, product, competitor, model number, branded
terms
» Time between ads
» Offline: TV, catalogs, radio, direct marketing, print
» SEO in attribution
» Customer Segmentation: First-time buyer, repeat buyer, bargain shopper,
top customer, online buyer, offline buyer

70. Attribution Management Forum
» www.attributionmanagement.com
» info@attributionmanagement.com
» Comment on the paths and rules we discussed today
» Submit new Purchase Paths™
» Recording of webcast on www.searchmarketingnow.com

71. .
www.clearsaleing.com
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