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Proprietary and Confidential
Percent of revenue at-risk under the last-ad methodology
36%@ClearSaleing
Proprietary and ConfidentialProprietary and Confidential
Is Your Advertiser Revenue at Risk?
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Company Overview• An eBay company founded in February 2006 in Columbus, Ohio
• The only advertising analytics technology built on an attribution management platform• 188 advertisers actively utilizing the platform for attribution • 98% advertiser retention• 100% focus on operational attribution-related technology and services that increase
digital sales and media profitability for our customers
• Offices in Los Angeles, Chicago, Dallas, Salt Lake City, Portland, and New York
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Forrester Wave: Industry Leadership
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– “An easy to install, standalone product”
– “Easy to use, sophisticated and relevant”
– “High level of service and high-quality insights”
– “Fiercely loyal clients”
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Econsultancy Attribution Management Buyer’s Guide
– Complete & full transparency
– Most flexible Attribution Suite comparatively
– Multi-brand Attribution
– Wide range of services
– Offline Services
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CS Insights
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$
The Last Ad Methodology
0%0% 100%0%
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Advertising with a Purpose
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Introducer
Incremental Reach
Brand Positioning
Influencer
Personalize Offer
Educate
Closer
Convert
Up sell
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Percent of marketing touchpoints ignored by the last-ad methodology
90%“Last Ad” Misses 9 out of 10 Advertising Engagements
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The Return of Display
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Methodology
• 13 Advertisers• January 2011 through April 2011• 100% of converter & non-converter data– 1.1 Billion Impressions– 81.5 Million Clicks– 3 Million Conversions
• Attribution Models– Last-ad methodology– ClearSaleing (CS) Altitude: glass-box, algorithmic model
• Channel Influence• Path Position• Dynamic Exclusions
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Percent of revenue at-risk under the last-ad methodology
36%Total Advertiser Revenue At-Risk
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Percent lift in average multi-step path revenue over single-step path
42%Consumer Propensity to Spend
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Percent of Direct Navigation as Introducer step
33%The Hidden Introducer
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Percent lift in revenue over Direct Navigation when Display is the Introducer step
65%The Hidden Introducer
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Percent of multi-step revenue shifted to beyond the last ad
68%The Punch Line
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Percent of multi-step revenue shifted to display marketing
19%The Return of Display
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Recommendations
1. Advertisers & Agencies Identify your revenue at-risk
36% may be at risk Evolve beyond the last-ad methodology
42% lift in revenue for multi-step over single-step Re-open, diversify & test your marketing mix using advanced attribution
Upper funnel channels like Display are working
2. Publishers Actively campaign for advertisers to move beyond the last-ad Provide analyses that illustrate your capability to reach the target audience
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Thank You!
Morris Martin, Director of Product Marketing & [email protected]@ClearSaleing@MorrisMartin
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