Expanding into attribution management

By Jose Mallabo on Monday, January 10, 2011

To further expand its fast growing portfolio, GSI Global Marketing Services has acquired ClearSaleing, a leading advertising analytics and attribution management company. The deal allows GMS to expand into new markets with an analytics offering that the early adopters are already using to plan campaigns from dollars to creative.

From the press release

"ClearSaleing's innovative advertising analytics platform provides today's marketers and digital agencies with an accurate way to measure, compare and optimize profit and ROI of their online advertising campaigns," said Chris Saridakis, chief executive officer of GSI's Global Marketing Services division. "The U.S. digital advertising market is $25.8 billion. ClearSaleing gives marketers the ability to understand the entire customer purchase path and how each online channel works to move a customer from acquisition to conversion, which helps deliver stronger performing marketing programs. We're very pleased to welcome ClearSaleing to GSI."

"ClearSaleing's advertising analytics and attribution platform is the solution for the limited last-click measurement model online marketers and advertisers have been stuck with for far too long. ClearSaleing gives marketers the tools and intelligence to manage their overall media mix and fine tune the message of their campaigns," said Randy Smith, chief executive officer of ClearSaleing. "GSI's multichannel approach to marketing services and entrepreneurial culture makes this a strong fit for ClearSaleing and our clients. We'll be able to continue to develop our technology while taking advantage of GSI's broader resources and market position."

From what I've seen and read, attribution management has a lot of potential to make sense of how and where customers go from browsing to buying. I'll be interested to see how quickly GMS can integrate these offerings into those from the other seven companies within the division. With so many companies integrating social media into traditional marketing challenges, the need to better understand the customer purchase path is greater than ever.

I hope to sit down with Chris Saridakis sometime in the near future to talk about the growth plans of GMS. Until then, check out the full press release and ClearSaleing's blog for more information.