ADMA Conference"

ClearSaleing, a GSI Global Marketing Services company

clearsaleing.com Proprietary and Confidential Proprietary and Confidential
 Company Overview!
•  A GSI Global Marketing Services company founded in February 2006 in
Columbus, Ohio
•  > $900MM in annualized digital media spend
•  > 188 advertisers actively utilizing the platform
•  > 96% advertiser retention over last 3.5 years since coming out of beta
•  Offices in Los Angeles, Chicago, Dallas, Salt Lake City, New York, and
Columbus
•  London May 2011

2 ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential
 Goal of advertising

•  Build a brand

•  Elicit a direct response

•  Gain new customers

•  Gain market share

•  Build awareness

•  Introduce a new product

•  Change an image

PROFIT
ClearSaleing, a GSI Global Marketing Services company
Proprietary and Confidential
 Which ad is the most effective?

Cost Per Conversion Cost Per Conversion Cost Per Conversion

$225 $375 $450

Sale Price: $1,000 Sale Price: $3,000 Sale Price: $3,000

Product: 19” Vizio Product: 50” Sony Product: 50” Samsung

Profit Margin: 13% Profit Margin: 18% Profit Margin: 24%
Profit ($95) Profit $165 Profit $270

ClearSaleing Confidential
ClearSaleing, a GSI Global Marketing Services company
Proprietary and Confidential
 All leads are not created equal

Cost/Lead $40 Cost/Lead $75 Cost/Lead $85

Leads/Sale 67 Leads/Sale 20 Leads/Sale 33

CPA $2,680 CPA $1,500 CPA $2,805

Sales Price $2,580 Sales Price $3,520 Sales Price $5,005

Product: PMP Prep Product: AIX Product: DB2
Profit ($100) Profit $2,020 Profit $2,200

ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential
What’s the problem?!

ClearSaleing, a GSI Global Marketing Services company

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 What is Attribution?!


Attribution is giving proper credit to all the advertising-driven consumer-activity that results in a
desired outcome. Attribution allows for continuous improvement of sales volume and media
profitability.

INTRODUCER Email Marketing- Social Media- CLOSER

Email Offer FB fan page

Day 1 Day 8

Display Media- Search-

Affiliate
ESPN HP Takeover Display Media- Branded Key Word
Targeted Health
Sites

INFLUENCERS

7 ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential
 Introducers, Influencers, and Closers !

Introducers Influencers Closers

8 ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential
The Reality: “Last Ad” Misses 9 out of 10 Advertising Engagements!

Ad Interaction by Type
(ClearSaleing All Advertisers)
Closer, 11% Introducer, 5%

Influencer, 83%

9 ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential
 Every Channel has Unique Engagement Characteristics!

Engagement by Channel,
All ClearSaleing Clients '2010
100%

90%

80%

70%
% Engagement

60%

50%

40%

30%

20%

10%

0%
Affiliate Banner Ads CSE Email Natural PPC Social Media
Introducer Influencer Closer

10 ClearSaleing, a GSI Global Marketing Services company

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 Attribution Methodology Evolution!

0% 0% 0% 100% $

25% 25% 25% 25% $

33% 33% 33% 0% $

50% 25% 15% 10% $

20% 50% 25% 5% $

40% 5% 35% 20% $

11 ClearSaleing, a GSI Global Marketing Services company
Proprietary and Confidential
 The Changes You Will Experience!

Inefficient “Last Ad”

Media

Increased
% of Digital
Sales and
Media Spend
Media
Profitability

Profitable
Demand Generation
Media

Time

12 ClearSaleing, a GSI Global Marketing Services company

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 Branded Keyword in the Purchase Path!

ClearSaleing Confidential ClearSaleing, a GSI Global Marketing Services company

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 Attribution at the Keyword Level!

ClearSaleing, a GSI Global Marketing Services company

ClearSaleing Confidential Proprietary and Confidential
 Retail Case Study!

Department Store which

generates $4B in annual
revenue

3 months from launch…
•  Daily profit from Google PPC
has grown by 4X
•  Total orders have increased
by 16%
•  Revenue per order increased
by 66%

Outcome: Annual digital spend
budget has grown from
$32MM to $47M

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ClearSaleing, a GSI Global Marketing Services company
Proprietary and Confidential
 Path Lengths to Orders!

Total Revenue by steps

in the Purchase Path
$180,000.00
In March 2011, over 90% of $160,000.00
the total orders had more than $140,000.00
$120,000.00
1 step in the purchase path $100,000.00
accounting for over $623MM in $80,000.00

Attributed Revenue. $60,000.00

$40,000.00
$20,000.00
$0.00
2 3 4 5 6 7 8 9 10 11

% of Total Orders by
•  29% of the total orders fell Purchase Path Length

within 2-5 steps in a path 25%

•  48% were between 2-10 20%

steps 15%

10%

5%

0%
1 2 3 4 5 6 7 8 9 10 11

16 ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential
Google Search Funnels: Top Paths!

17 ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential
Adam Goldberg
Chief Innovation Officer
614.448.2688 x902
adam.goldberg@clearsaleing.com

www.ClearSaleing.com

ClearSaleing, a GSI Global Marketing Services company

Proprietary and Confidential