October 1 - Thursday
The American Attribution Index:
Using Advertising Attribution Management to Improve Media Mix Allocation
Adam Goldberg and Purush Papatla, speakers

In this webcast, we'll learn more about the newly developed American Attribution Index, and how advertisers can use this new index to improve the effectiveness of their media mix allocation.

There are three version of the American Attribution Index: the Aggregate Index, representing average attribution indices across all participating companies and all of their respective industries; Vertical Industry Indices, which represent an industry-specific attribution index across all participating companies in that respective industry; and Company-Specific Indices, developed for a specific company.

The introduction of these indices will allow marketers to gain further insight into advertising ROI, and help marketers more profitably allocate advertising budgets across available online options.

Register directly at http://bit.ly/2OeCKk or get more details at http://searchmarketingnow.com

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:

* lifetime ad value with use of additional search
* how to properly credit ads that contribute to the sale of a non-related product
* how to give accurate conversion credit for purchase paths that include offline touches