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Q: I see Coremetrics has coined a term called attribution management. Furthermore, you have developed this capability in your software solution. Tell us, what is attribution management A: We re the only ones who do marketing attribution and deliver it as a standard solution. This is the ability to look at any single point in the sales process. Marketing attribution focuses on three core questions. First, what is the reference scale you want to consider Most people say, I want to start from a sale or another type of conversion. Second, do you want to look forward for attribution or backward for attribution Third, what is the time window you want to look at Is it over one session, three days, seven days, 40 days, and so on This gives you a perspective on how much data to look at and how far in time, either forward or backward, you want to look at the influence. Coremetrics allows clients to compare many different time windows next to one another. Clients want to see the value a campaign creates for them in a session when somebody clicks through. Then they ask, how much does this campaign lead to value in the next three days, seven days, 60 days, and so on They can set thresholds to know how much value a campaign drives over the next 60 days. In doing this, they may see that 70% of the responses happen in one session, 10% more come in three days, the next 10% comes in over the next seven days, and then 3%, 2%, 2% over the rest of that 60-day time period. By seeing the response curve, they can see how much value a specific campaign brought in and how the responses correlate to conversion events. If we flip that over to something like search, maybe this client gets only 20% of the value in the first session but between days 40 and 50, they see the last 30%. This means they should never count their search programs by what they just got in the first session. Instead, our marketing attribution management system lets them see that it took a lot longer for people who came from Google to respond to their products. Forward means you have to look at the impact of a campaign on product demand going forward from a specific date. Backward looks at a specific event that happened. Look backward from 30 days and tell me which first and last programs drove a customer to our site. Let s say that the revenue value for a whitepaper download is $100. We allow our clients to assign partial credits across multiple campaigns and website visits. This is done over a specified time period. Coremetrics calculates all of these values to show you that the first click got 40% of that $100 value, the second click got 30% of that $100 value, and then all the ones remaining get the remaining 30%. This lets a marketer accurately attribute this to their campaigns, rather than just the last click, which is the result of the hard work to build up momentum to sales. We have the ability to do total click and visit analysis. You ll need to have this understanding to show your boss the budget results. This is what we call attribution management. Q: What about privacy concerns with analytics A: Yes, data collection and web sensors are a debated topic. Data collection has worked up to now by using cookies. The vendors stored the visitor information in the cookie, including the referring URLs, all of the visitor s choices and actions, etc. This resided on
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