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Engagement Mapping is a groundbreaking philosophy and suite of reporting solutions that go beyond the "last click" standard of online measurement to reveal the many customer touchpoints that contribute to a successful advertising campaign. Developed by Microsoft Advertising Institute, Engagement Mapping provides a complete picture of how different online channels can improve ROI.
The "last click" standard fails to record between 93 and 95 percent of the relevant online advertising to which a consumer is exposed prior to converting, attributing full credit to the last ad clicked. This "last click lottery" ignores the best practice of offline marketing measurement, which accepts the role of many different forms of advertising in influencing eventual consumer action.
Engagement Mapping has been developed by Microsoft Advertising’s research and education arm, Microsoft Advertising Institute, to give marketers a fuller understanding of the roles of different online channels in driving conversions. By awarding credit to all the relevant touchpoints to which a consumer is exposed, it helps advertisers to develop far more effective and complete campaigns. Recent research by Microsoft Advertising Institute shows that searchers clicking on a result are 56 percent more likely to convert if they have been exposed to online display ads.
Engagement Mapping is now available on the Atlas Media Console. Contact your account executive to learn more.
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