» Attribution Management Forum 2.0 - Measuring an Ad’s Value

Thursday, January 29, 2009 - 1 PM EST (10 AM PST)

Speaker: Adam Goldberg

Webcast Details

This webcast continues the discussion surrounding how to identify, define and ultimately recommend better ways to measure and value an ad.

We’ll present a series of interactive polling questions and share the results with the audience immediately, so you’ll get some real-time information as to how leading internet marketers value ads.

Any good Internet marketing professional knows that assigning all of the value to the last ad clicked on before the conversion is inherently flawed. Most Internet advertisers, however, lack:

1. The tracking technology required to determine the actual team of ads and their sequence that lead to the conversion.
2. The valuation methodology to properly assess each ad’s true contribution and value to the conversion.

While a few technologies are now able to effectively track and assemble the purchase path leading to conversion, there is no industry-accepted standard or method for assigning relative value to ads in the path. How do we effectively attribute which ad - or group of ads - ultimately led to the final conversion?

We’ll cover a variety of common issues and scenarios surrounding attribution, such as:

• how length of time between searches affect how ads are credited
• lifetime ad value with use of additional search
• best allocation of different advertising scenarios, such as online-offline