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

How did online retailers fare in the holiday selling season of 2008? The news may not be as glum as you think.

Even in today’s economy, savvy online retailers can maximize their returns, whether through investment in paid search, shopping engines or other online marketing strategies.

This webcast looks at online retail lessons learned during the 2008 holiday shopping season, and how to apply those learnings to your 2009 strategy.

We’ll get a postmortem from comScore about just how retail markets did in the current economic climate. Which segments performed better than others - and why?

We’ll also get a report from the trenches: Vintage Tub and Bath, a Top-500 Internet Retailer, will share some of its online marketing tactics - from pushing product reviews, to fine tuning paid search and effectively using shopping comparison engines.

Chris Wine of Marin Software will give some concrete tips on how to factor seasonal and economic fluctuations into your online marketing campaign using Marin Search Marketer.

Attend this webcast and learn:

* How 2008 online retail sales compared to 2007
* Which SEM tactics were successful - and which weren’t
* How to improve your 2009 retail PPC strategy with Marin Software’s application
* When to cut back - or ramp up - your marketing budget
* How to take advantage of day of week and seasonality data

…and more