Engagement Mapping

Engagement Mapping is a groundbreaking new tool, which goes beyond the ‘last click’ standard of online measurement to reveal the different customer touchpoints which contribute to conversions. In doing so, it fills huge gaps in marketers’ understanding of ROI delivered by different online channels.

93-95% of interactions with your target are ignored with current reporting standards 

The ‘last click’ standard fails to record between 93 and 95 per cent 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 for over a century, which accepts the role of many different forms of advertising in influencing eventual consumer action.

The last ad-clicked is a data point.  But it’s only one.
Engagement Mapping has been developed by Microsoft’s research and education arm, The Atlas Institute, to give marketers a fuller understanding of the roles of different online channels in driving conversions. By awarding credit to all the relevant touch-points to which a consumer is exposed, it helps advertisers to develop far more effective and complete campaigns. Recent research by The Atlas Institute shows that searchers clicking on a result are 56 per cent more likely to convert if they have been exposed to online display ads.

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