Microsoft Launches Engagement Mapping

The application tracks all online interactions a consumer experiences before a sale.

 

Microsoft (NASDAQ:MSFT) has introduced a new approach to managing and measuring the effectiveness of online campaigns. Engagement Mapping goes beyond associating sales, leads and Web traffic to the last click or ad exposure to take into account all the various online interactions a consumer experiences before a sale.

The company will release the beta of Engagement ROI, a fully integrated online campaign reporting and optimization solution within its Atlas Media Console, on March 1. The new solution evaluates and assigns measurable value to a consumer's interaction with ads based on real-time activity, frequency, size and ad format.

"The 'last ad clicked' is an outdated and flawed approach because it essentially ignores all prior interactions the consumer has with a marketer's message," Brian McAndrews, senior vice president of the advertiser and publisher solutions division at Microsoft, said in a statement. "Our Engagement Mapping approach conveys how each ad exposure — whether display, rich media or search, seen multiple times on multiple sites and across many channels -- influenced an eventual purchase."