Clearsaleing powers Rosetta & Helzberg Diamonds to Win 'Most Effective Use of Web Analytics' at SES San Jose
Top interactive agency develops winning analytics methodology for Helzberg.com
NEW YORK and CLEVELAND, Sept. 11 /PRNewswire/ -- Innovation in Web analytics methodology, as well as excellence in execution, earned the Rosetta - Helzberg Diamonds team the "Most Effective Use of Web Analytics" award at the August Search Engines Strategies (SES) conference in San Jose, Calif.
The winning campaign, announced at SES, used the attribution management component of ClearSaleing's analytics platform to properly assign conversion credits to each advertising source, campaign and individual ad along the Purchase Path. The scope of the reporting included clicks on a variety of tactics, including organic search listings. Simultaneously, Rosetta integrated ClearSaleing's technology with DoubleClick data to expand attribution management analysis.
"During the SES Conference, one of the major themes across panel discussions was the importance of understanding the true purchase funnel, no matter what the industry or conversion," says Chris Boggs, director of Search Engine Optimization at Rosetta. "The Helzberg Diamonds case study was a great example of the thousands of online conversions that occur each day that could have been only attributed to the 'last click' in the past."
Using the Rosetta methodology powered by ClearSaleing, each of the display and search initiates that introduced, influenced and closed a conversion at Helzberg.com received credit and was measured appropriately. This allowed Helzberg and Rosetta to determine each ad's impact on the bottom line.
"Sophisticated marketers such as Rosetta are seeing how ClearSaleing improves the bottom line for their clients by more effectively tracking all the points along a Purchase Path that receive customer interaction. We are banishing the 'last click' mentality from the profession and giving marketers a full scope view of what marketing and ad spend elements are really working to enhance returns," adds ClearSaleing CEO Mike Lanese.
"As marketers, we continue to face challenges to demonstrate direct ROI and it is imperative that we develop accurate, reliable, and consistent metrics around the performance of marketing investments. Not reviewing the big picture is a huge error," says Sarah Cucchiara, Interactive Marketing Manager. "If tactics are reviewed individually and last-click attribution is the measurement model, a snowball effect of measurement errors can occur throughout the entire marketing decision process. Rosetta understood the importance of evaluating our current measurement framework and the need to build a solid foundation."
About ClearSaleing
ClearSaleing's advertising portfolio management platform helps marketers identify ways to more effectively and profitably allocate ad spend across a complex mix of online advertising investments. ClearSaleing's technology enables attribution management through its patent-pending Purchase Path technology. Purchase Path accurately attributes profit (ROI) across the multiple marketing touch points that contribute to and influence a sale. The company was founded in 2006 and is headquartered in Columbus, Ohio. For more information, please visit http://www.ClearSaleing.com.
About Helzberg Diamonds
Helzberg Diamonds((R)), a retail and online jewelry store focused on customer service, was founded in 1915 and has nearly 234 stores nationwide, featuring a wide selection of fine jewelry, including diamond engagement and wedding rings, precious gems and watches. Helzberg Diamonds takes pride in its history of offering exceptional value, exclusive designs and timeless jewelry. Helzberg Diamonds is based in North Kansas City, Mo., and is part of the Berkshire Hathaway, Inc. (NYSE symbol BRK/B) family of companies. For the locations nearest you, call 1-800-HELZBERG (800-435-9237) or http://www.helzberg.com.
About Rosetta
Founded in 1998, Rosetta has rapidly grown to become the largest independent interactive agency in the U.S., is ranked in the top ten of digital agencies by AdAge and is the fastest growing agency among the top 25 in the U.S. Using a patented approach to segmentation, called Personality(R), which provides deep insights into the underlying drivers of consumer behavior, Rosetta builds its clients' brands by identifying, understanding and enhancing relationships with its best customers. Rosetta's industry-focused marketers and creative teams translate these insights into relevant marketing solutions that use world-class technology, search and media to attract, retain and strengthen a brand's most valuable customer relationships.
Rosetta brings deep industry expertise to its client work within the Retail & Consumer Products; Healthcare; Financial Services; Communications, Media & Technology; Travel & Leisure and B2B markets. Among Rosetta's clients are OfficeMax, Scholastic, Jos. A. Bank and David's Bridal (retail); Allergan, Bristol Myers Squibb, Johnson & Johnson, and UCB (healthcare); Citizens, HSBC, and Nationwide (financial services); Marriott (travel and leisure); and Microsoft and T-Mobile (communications, media & technology). Rosetta is headquartered in Princeton, N.J., with additional offices in New York, Cleveland, Denver, Boston, and Chicago. For more information, visit http://www.rosetta.com.
NEW YORK and CLEVELAND, Sept. 11 /PRNewswire/ -- Innovation in Web analytics methodology, as well as excellence in execution, earned the Rosetta - Helzberg Diamonds team the "Most Effective Use of Web Analytics" award at the August Search Engines Strategies (SES) conference in San Jose, Calif.
The winning campaign, announced at SES, used the attribution management component of ClearSaleing's analytics platform to properly assign conversion credits to each advertising source, campaign and individual ad along the Purchase Path. The scope of the reporting included clicks on a variety of tactics, including organic search listings. Simultaneously, Rosetta integrated ClearSaleing's technology with DoubleClick data to expand attribution management analysis.
"During the SES Conference, one of the major themes across panel discussions was the importance of understanding the true purchase funnel, no matter what the industry or conversion," says Chris Boggs, director of Search Engine Optimization at Rosetta. "The Helzberg Diamonds case study was a great example of the thousands of online conversions that occur each day that could have been only attributed to the 'last click' in the past."
Using the Rosetta methodology powered by ClearSaleing, each of the display and search initiates that introduced, influenced and closed a conversion at Helzberg.com received credit and was measured appropriately. This allowed Helzberg and Rosetta to determine each ad's impact on the bottom line.
"Sophisticated marketers such as Rosetta are seeing how ClearSaleing improves the bottom line for their clients by more effectively tracking all the points along a Purchase Path that receive customer interaction. We are banishing the 'last click' mentality from the profession and giving marketers a full scope view of what marketing and ad spend elements are really working to enhance returns," adds ClearSaleing CEO Mike Lanese.
"As marketers, we continue to face challenges to demonstrate direct ROI and it is imperative that we develop accurate, reliable, and consistent metrics around the performance of marketing investments. Not reviewing the big picture is a huge error," says Sarah Cucchiara, Interactive Marketing Manager. "If tactics are reviewed individually and last-click attribution is the measurement model, a snowball effect of measurement errors can occur throughout the entire marketing decision process. Rosetta understood the importance of evaluating our current measurement framework and the need to build a solid foundation."
About ClearSaleing
ClearSaleing's advertising portfolio management platform helps marketers identify ways to more effectively and profitably allocate ad spend across a complex mix of online advertising investments. ClearSaleing's technology enables attribution management through its patent-pending Purchase Path technology. Purchase Path accurately attributes profit (ROI) across the multiple marketing touch points that contribute to and influence a sale. The company was founded in 2006 and is headquartered in Columbus, Ohio. For more information, please visit http://www.ClearSaleing.com.
About Helzberg Diamonds
Helzberg Diamonds((R)), a retail and online jewelry store focused on customer service, was founded in 1915 and has nearly 234 stores nationwide, featuring a wide selection of fine jewelry, including diamond engagement and wedding rings, precious gems and watches. Helzberg Diamonds takes pride in its history of offering exceptional value, exclusive designs and timeless jewelry. Helzberg Diamonds is based in North Kansas City, Mo., and is part of the Berkshire Hathaway, Inc. (NYSE symbol BRK/B) family of companies. For the locations nearest you, call 1-800-HELZBERG (800-435-9237) or http://www.helzberg.com.
About Rosetta
Founded in 1998, Rosetta has rapidly grown to become the largest independent interactive agency in the U.S., is ranked in the top ten of digital agencies by AdAge and is the fastest growing agency among the top 25 in the U.S. Using a patented approach to segmentation, called Personality(R), which provides deep insights into the underlying drivers of consumer behavior, Rosetta builds its clients' brands by identifying, understanding and enhancing relationships with its best customers. Rosetta's industry-focused marketers and creative teams translate these insights into relevant marketing solutions that use world-class technology, search and media to attract, retain and strengthen a brand's most valuable customer relationships.
Rosetta brings deep industry expertise to its client work within the Retail & Consumer Products; Healthcare; Financial Services; Communications, Media & Technology; Travel & Leisure and B2B markets. Among Rosetta's clients are OfficeMax, Scholastic, Jos. A. Bank and David's Bridal (retail); Allergan, Bristol Myers Squibb, Johnson & Johnson, and UCB (healthcare); Citizens, HSBC, and Nationwide (financial services); Marriott (travel and leisure); and Microsoft and T-Mobile (communications, media & technology). Rosetta is headquartered in Princeton, N.J., with additional offices in New York, Cleveland, Denver, Boston, and Chicago. For more information, visit http://www.rosetta.com.
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