Evolving Beyond the Last Ad
ClearSaleing’s Altitude Exposes a 36% Flaw in Last-ad Attribution
ClearSaleing, a GSI Global Marketing Services company and the leader in advertising analytics and multichannel attribution, recently released findings from the initial launch of the industry’s first scaled statistical advertising attribution methodology, ClearSaleing Altitude.
CS Altitude is a “glass box”, statistical attribution method that algorithmically attributes value to digital channels, campaigns and unique advertisements that are influential in driving incremental value. The initial launch of CS Altitude included 13 unique advertisers across retail, education, and financial services verticals, over 1 billion advertising impressions, more than 81.5 million advertising clicks, and over 3 million conversions. The launch study finds an average of 36% and up to 60% of advertiser’s total digital advertising revenue is at-risk.
Download the ClearSaleing Altitude case study below to see the results of the CS Altitude pilot, which include:
- On average 36% of digital revenue was misallocated using a last-ad model and that number was as high as 60%.
- In Purchase Paths where there were multiple advertising interactions, there was a 42% lift in revenue per order as compared to single step purchase paths.
- 19% of the advertisers’ revenue was reattributed to display.
- 8% of the advertisers’ revenue was reattributed to email and 7% to paid search.