To view a video version of the webinar in its entirety, please visit: http://www.clearsaleing.com/V9webcastRegister.aspx. The Webinar will present some of the challenges online marketers face in accurately valuing the team of online and offline ads that lead to a purchase. In order to realize the true promise of attribution management, you need to: • Implement a technology that will allow you to properly capture, assemble and sequence the team of ads that lead to a conversion, and • Be able to develop appropriate attribution methods to accurately allocate credit to the participating ads and sources. Learn from ex-Google insider and co-founder of one of the leading advertising analytics companies, Adam Goldberg, along leading quantitative marketing expert, Dr. Purush Papalta, about how to track, assemble, sequence, and allocate conversion credit across your online marketing mix. The webinar will examine several online marketing best practices and common online buying patterns as revealed through ClearSaleing’s advertising analytics technology, including: • Frequent Purchase Paths scenarios • Attributing Profit to each participating ad • Why the “Last Click” Method Leads to Wrong Decisions • Why Branded Terms Are Not as Valuable as Once Thought • How to Go Beyond PPC and Evaluate Offline Marketing Efforts

1. ClearSaleing Confidential . www. clear sale ing .com

3. FORESTER RESEARCH - FEBRUARY 2009 ClearSaleing Confidential

4. THE LAST CLICK FALLACY ClearSaleing Confidential

5. ClearSaleing Confidential ATTRIBUTION MANAGEMENT HIERARCHY

8. PURCHASE PATH™ DETAIL ClearSaleing Confidential In this example we drilled into the AdWords > AdWords path to see the specific ads that were clicked on en route to purchase.

9. INTRODUCERS , INFLUENCERS, AND CLOSERS ClearSaleing Confidential Ads are classified into 3 categories. Introducers - the very first ad someone clicks or sees to find your site; Influencers- are ads that are clicked on after the Introducing ad but before the Closer; Closers- are ads that get clicked or seen at the very end of the Purchase Path™. This classification system makes it easy for an advertiser to measure an ads value even if it is not the last ad clicked or seen prior to purchase.

10. PURCHASE PATH™ ATTRIBUTION MODELS ClearSaleing Confidential Several methods for setting attribution management models are baked into the application. You can choose to attribute Profit and Revenue evenly across the team of ads that generated a conversion or you can customize the attribution model yourself.

11. PURCHASE PATH™ TIMING ClearSaleing Confidential To further increase the accuracy of attribution, an advertiser is able to choose the maximum number of ads they are willing to attribute credit to, the maximum days between ad clicks/impressions that are acceptable, and lastly the attribution time window which is the amount of time from first click/impression to purchase that is acceptable for an ad click/impression to occur within to get credit.

12. PURCHASE PATH™ EXCLUSIONS ClearSaleing Confidential Another method created to help with attribution is create a method for excluding certain types of ads from receiving credit even if they occur in a Purchase Path in the allowable window. For example, many of our clients exclude giving credit to branded ads that happen at the end of a path because those ads are used to navigate back to their site.

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15. BRAND KEYWORDS ClearSaleing Confidential

16. BRAND SEARCH THE CLOSER ClearSaleing Confidential Step2 = Branded Term

17. BANNERS INTRODUCE …SEARCH CLOSES ClearSaleing Confidential 11 of 18 keyword queries following a display impression were branded-focused Vision into the role of “Introducer” and “Influencer” are critical to understanding the value of the display advertisement.

22. CONSUMER DECISIONS

25. CONSUMER DECISION MODEL Consumer’s Decision = f( Our Communications , Consumer Search , Competitor Communications, Other Sources ) = f( [ Paid Search, Banner Ads, e-mail, Onsite Promotions, Comparison Shopping, Affiliate ads ], [ Organic search, Site visits to us ], [ uncertainty ])

26. MEASURING THE EFFECTS OF KNOWN FACTORS We assume that each of the known influencers has an influence potential

30. MODELING THE INFLUENCE POTENTIAL Influence potential of an influencer = f (# of exposures, when each of the exposures occurred, decay rate of the effect of exposures)

31. EXAMPLE WITH SIMULATED DATA Simulated data example

32. EXAMPLE PATH DATA ClearSaleing Confidential

33. MEANING OF CALIBRATION ClearSaleing Confidential

34. INFLUENCIAL POTENTIAL (PAID SEARCH) ClearSaleing Confidential

35. Do models work?

36. EXAMPLE: WORD OF MOUTH TRACKING MODEL

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