With eBay Enterprise, end-to-end commerce marketing was the promise. But as for attribution, the firm didn’t deliver on that pipe dream, she said, in part due to integration issues with ClearSaleing, which GSI bought in 2011 before its acquisition by eBay.
“It was difficult for eBay to integrate ClearSaleing into the GSI eBay family because there were a lot of acquisitions going on at the time,” Moffett said. “They had to look at their core product and identify where they needed to invest in strategic partnerships like [marketing services firm] FICO, and where they needed to develop in-house.”
Despite integration issues, what eBay got right with eBay Enterprises was education.
“They were able to productize the change management piece of it and provide a comprehensive training series because they have such large scale,” Moffett said. “But they fell short with the execution of attribution and measurement of marketing and media.”
It remains to be seen what the future of eBay’s attribution functionality looks like, Moffett added.
“We have to see what the investors will focus on and what their core strengths are,” she said. “From a measurement perspective, eBay still has a lot of work to do.”