What is Engagement Mapping?
Imagine that you’re sitting in your garden on a hot sunny day reading a magazine. You turn the page and see an advert for a very tempting looking ice-cream. The radio station that you’re listening to blares out an advert for the same frozen treat. You head inside to get your suntan lotion and switch on your laptop. There it is again, screaming at you from your homepage. It’s too much. You chuck on your flip flops, head to the corner shop and hand over £1.50 to the cashier in exchange for your very own sorbet.
Traditionally, all the credit for your acquisition would be given to the place where the money changed hands (the corner shop) even though your purchase was clearly influenced by print, radio and online media.
When it comes to online media, we know that the final click accounts for just 6% of the interactions that the customer makes during their buying cycle. Advertisers may therefore be attributing 100% credit to just 6% of interactions. Thanks to revolutionary thought leadership, you now have the opportunity to analyse and credit every digital touch point and exposure in the lead up to a conversion. This, in a (gelato covered) nutshell, is engagement mapping!
What are the Benefits of Engagement Mapping?
1. Engagement mapping allows advertisers to attribute value to all touch points upstream of a conversion, and to optimise accordingly. This will enable you to reward all publishers/creative that have ‘engaged’ with the consumer.
2. Engagement mapping offers you the flexibility to align your campaign reporting to your online strategy.
3. Consolidating all of your data and reporting in one place via engagement mapping can also help you to make your advertising campaigns more efficient and effective.
How Can You Use Engagement Mapping?
The Atlas Institute (the research and education arm of Microsoft Advertising) can help any advertiser wanting to map, analyse and optimise all of the engagements in their campaign. For more information, visit the engagement mapping website and check out the advertising site if you’d like to get in touch or set up engagement mapping.
Thanks a lot for reading – I’m off to get a ’99!
Libby