Available through the Atlas Advertiser Suite Media Console, Engagement Mapping is a bespoke technique for tracking brand engagement online that records all of the online media touchpoints leading to a conversion. As such it offers far deeper understanding of a brand’s media mix than traditional measures focusing on the last ad clicked by a user.
For easyCar, Engagement Mapping delivered a valuable insight into the effectiveness of online marketing spend and helped to confirm the nature of the purchase cycle for car rentals. EasyCar’s online spend proved efficient when it came to translating budget and touchpoints into conversions. However Engagement Mapping was able to offer directions to increasing ROI still further. The study identified the role that display advertising and generic search play in generating leads, with many consumers first encountering the brand through these touchpoints then going on to enter ‘easyCar’ into a search engine. Online display advertising’s contribution to conversions had previously been undervalued by 8 per cent, and the contribution of generic search by 3 per cent. By increasing the CPA allowed for generic keywords, easyCar and its digital advertising agency TGB were able to exploit the capabilities of this channel to generate additional leads.
