Attribution Management webcast aims to pique online marketing minds in order to identify a uniform methodology for online advertising attribution.

Columbus, OH (PRWEB) September 18, 2008 -- Leaders in the online marketing and online advertising fields will converge in a forum to help collectively identify, evaluate, and ultimately recommend the best practices and metrics for attribution management. ClearSaleing, a leading advertising technology company in Columbus, OH, has invited recognized leaders in the internet marketing industry to discuss this issue during an October 28th webcast. ClearSaleing hopes the forum will serve as a platform to get creative minds in the internet advertising industry talking about the "last click fallacy".


"When tracking the performance of online ads after a sale, too much credit is given to the last ad that was clicked," noted Adam Goldberg, co-founder and Chief Innovation Officer of ClearSaleing. "This 'last click fallacy' needs to be corrected in order to obtain a method for proper attribution management. After a sale, it is necessary to look at the team of ads that led to the conversion."

This "team of ads" refers to all of the advertisements that a consumer is exposed to which ultimately leads to a sale or conversion. These ads are spelled out through ClearSaleing's patented Purchase Path™ technology. The Purchase Path™ is all of the steps that a consumer takes before making a selection: problem recognition, information search, evaluation of alternatives, purchase decisions, and the final purchase. The consumer is affected by a myriad of different ads at each of these different stages, each of which deserves a percentage of credit for the sale. This is the initial framework for the attribution management discussion.

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