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American Attribution Index - Online Retail

Posted on 9.20.2009

ClearSaleing and Vetra Analytics published an Internet Retail version of its American Attribution Index (AAI) today, measuring the effectiveness (purchase attribution) of each online media source and influence factor on online consumer conversion. The study shows that many types of media sources contribute to and influence a consumer's purchase decision.

According to the report, "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.

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