However, before companies can even think about attribution, they need to first implement a tracking technology that allows them to track both online and offline sales, and have the ability to track the Purchase Path™, which is all of the ads that lead to the purchase versus the last ad clicked.
Columbus, OH (PRWEB) August 18, 2008
ClearSaleing Inc. (http://www.clearsaleing.com), an online advertising analytics and technology company, has announced that Co-Founder and Chief Innovation Officer Adam Goldberg will be presenting on attribution management at the Search Engine Strategies Conference 2008 in San Jose, CA.
For his presentation at SES San Jose, Goldberg will address the topic of attribution management, but first will discuss the importance for B2Bs to evaluate leads with a tracking technology that implements with their back office, so they can track the amount of profit each of their keywords and ads produce. Once these areas have been addressed, then they can address attribution management. Goldberg will touch on the importance of being able to properly value each of the online ads that are used to produce a conversion. While most online marketers give the entire sale credit to the last ad clicked, there often is a team of online ads that a user clicks through before making a purchase. Without the technology to track this data, online marketers are at a loss as to how to properly value each of their ads and allocate budget.
"Attribution management is the hottest topic in the world of online marketing today," Goldberg said. "However, before companies can even think about attribution, they need to first implement a tracking technology that allows them to track both online and offline sales, and have the ability to track the Purchase Path™, which is all of the ads that lead to the purchase versus the last ad clicked."
Goldberg, a former Google executive, experienced firsthand the overwhelming challenges that online advertisers face in terms of managing, analyzing and optimizing their paid search ad campaigns. Goldberg realized that technology could solve many of the challenges that search engine marketers were facing. He decided to take his ideas and start a business named ClearSaleing, Inc. Goldberg, along with his partners, raised financing and developed a technology that is used by several Fortune 500 companies, as well as over a dozen members of the Internet Retailer 500.
SES San Jose will be held August 18-22 at the San Jose Convention Center. Goldberg will be presenting at 4pm on Tuesday, August 19 and will also teach a training session on Friday, August 22 from 1-5pm, entitled "Marketing Metrics and Myths", which focuses on the misleading metrics that online marketers commonly face and how to dispel these myths to ensure the metrics being used ensure the desired results.
Search Engine Strategies is an educational event that features presentations and panel discussions covering the search engine marketing industry.
ClearSaleing is a leading technology provider to the online advertising market. Based on a strategic, portfolio management approach to online advertising investment, the ClearSaleing solution represents the next generation in advertising analytics technology. ClearSaleing's portfolio management software delivers an improved, more profitable allocation of a company's spend across a complex mix of online advertising options. At the foundation of the ClearSaleing solution is its patent-pending Purchase Path technology that accurately attributes profit (ROI) across the multiple ads that contribute to and influence the ultimate purchase.