|
|
The first Internet Retail AAI, generated from more than 790,135 retail consumer purchase paths during the 1st quarter of 2009, shows that many types of media sources contribute to and influence a consumer’s purchase decision. Specifically, branded and non-branded SEO, branded and non-branded paid search ads, comparison shopping engines, email, display and affiliates all play an important role in influencing purchase decisions among retail customers.
“The particular importance of both branded and non-branded organic search, together representing over 60 percent of the purchase influence factor for retailers, was probably the most surprising result from the initial Retail AAI,” says Randy Smith, ClearSaleing’s co-founder and President. “What was also noteworthy was the cumulative impact of multiple marketing and advertising touches from a range of media sources that cause retail customers to ultimately purchase. These sources work synergistically. Remove any one and you can impact the relative influence of all,” he adds.
ClearSaleing and Vetra will publish the Internet Retail version of the American Attribution Index (AAI) on a quarterly basis using a widget application. They will also publish relevant retail attribution management news and items of interest along with the Index. Subscriptions will be available beginning in the 4th quarter to the Internet Retail AAI.
Customized Indices
ClearSaleing can also provide etailers with a custom AAI that will take into account the etailer’s operation size, its customers’ behavioral patterns in the past, its price points and other factors to enable etailers to have an optimum analysis of their ROI performance.
