ADOTAS – At the close of 2010, I had more than a few industry people tell me that in the coming year attribution would jump to the front burner of industry concerns. Just yesterday we ran an a fascinating story on full-funnel attribution from C3 Metrics’ Mark Hughes, while last week Turn’s Xuhui Shao contributed an examination of multi-touch attribution to ClickZ.
Obviously attribution was high on GSI Commerce’s mind as its Global Marketing Services division acquired ClearSaleing, an advertising analytics and attribution management outfit. GSI’s full-service digital agency True Actio, had been using ClearSaleing’s attribution tools with 60 of its clients. The acquired firm will operate as a wholly owned subsidiary within the Global Marketing Services division, which includes operations such as e-Dialog, Fetchback, M3 Mobile and more.
ClearSaleing’s Attribution Management solution got high marks in Forrester Research’s fourth quarter 2009 interactive attribution report and was named “Technology Platform Search Marketers Can’t Live Without” at the Search Engine Strategies Awards. At the beginning of December, ClearSaleing introduced Multi-Brand Attribution, allowing advertisers to analyze multiple brand sites as a single entity.
AdExchanger has collected reactions to the deal from execs at Collective, Didit, CPX and Converto.