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Fri, Nov 06 2009 12:45AM
Our very own Sumit Shukla took time out yesterday from our New York Office to see Esco Strong from the Microsoft Advertising Institute talk at ad:tech on The New Consumer Funnel: Engagement Mapping and the Death of the Last Click Reporting Standard. Afterwards...
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Sun, Oct 25 2009 10:59AM
In my last post, Do you have a primary browser that you use most of the time , I suggested that many people may have a primary browser that they use most of the time and a secondary browser that they use much less frequently. For example, we could use...
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Sun, Oct 18 2009 05:00PM
In my last post, I Like Browser Cookies: What Publishers and Advertisers can learn from Cookie Records , I presented the graph on the right that looked at the number of days that browsers received ads (from our Atlas ad-serving system) in a 91-day period...
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Wed, Oct 07 2009 10:49AM
As one of the consequences of the challenging economic climate we're all experiencing right now, we've all been tasked with reevaluating the value of advertising - not just digital, but as a whole. Whether this manifests itself in terms of lower...
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Wed, Sep 30 2009 05:38PM
In some parts of the digital marketing world - Web Analytics in particular - A/B tests, multivariate tests, and other more advanced forms of scientific testing are common. Increasingly, media agencies are looking for ways to bring this kind of rigor to...
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Mon, Sep 28 2009 04:00PM
In short, yes! The question is how? How does a brand advertiser recognize the inherent value of network buys that often don't specify the exact location of an ad or guarantee a certain amount of impressions on a specific site? Most importantly, how...
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Wed, Sep 16 2009 09:07AM
My first post on the need for traditional media metrics for the web drew quite a crowd. There was no shortage of ire expressed in the majority of public responses at the community site, but if you include my inbox, the sentiments were about equal parts...
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Mon, Sep 07 2009 03:10AM
From today, the team formally known as the Atlas Institute will be called the Microsoft Advertising Institute. Lead by Young-Bean Song , the team will continue their great work producing ad effectiveness research, demonstrating thought leadership and...
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Fri, Aug 14 2009 08:04AM
As promised in my last post, Cookies - A History Not A Recipe , today I'm going to reveal my favorite cookies, which are -- Browser Cookies. They're different than the cookies that people eat. They're small files that publishers can use to...
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Wed, Jul 29 2009 10:00PM
Wow…! Based on the readership and responses to my last blog post – I suppose it would be an understatement to say there’s a heated debate brewing in traditional media metrics for the web. Perhaps calling out the naysayers as arrogant...
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Thu, Jul 23 2009 05:00PM
Do you like cookies? I do. What's your favorite type of cookie? My second favorite type is chocolate chip. I like big, chewy chocolate chip cookies made with dark chocolate. Specialty's Café has really good chocolate-chip cookies like that...
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Wed, Jul 15 2009 04:28AM
An active comment thread has sprung up on Young's recent post about branding metrics and the web. One of the topics (Pepsi versus Coke) has recently had some ground-breaking research come out regarding how branding actually works in the brain. This...
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Mon, Jul 13 2009 07:48AM
Since the publication of my research piece, the “ Long Road to Conversion: The Digital Purchase Funnel ” earlier this year, clients have been asking the institute if we could get them a purchase funnel for their industry. In many cases it...
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Mon, Jul 06 2009 02:33AM
Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories. The analogy of dieting and advertising works on many levels. Both are multivariate...
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Tue, Jun 23 2009 10:09AM
The measure of "view-through conversions" (VBC) have been controversial since their invention. They capture instances of a user seeing the advertiser's ad, not clicking, but subsequently visiting, and registering or purchasing from the advertiser's...
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Wed, Jun 17 2009 01:00AM
Hello Microsoft Advertising Community, and hello World! We at the Atlas Institute have long been asked to extend our research and conversations in a blog. I have to admit, the idea of blogging came with a good dose of trepidation, scepticism and sheer...
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Fri, Jun 12 2009 02:41AM
We’re pleased to announce that Young-Bean Song and his team from the Atlas Institute will be blogging here very soon! Renowned throughout the industry for their Digital Marketing Insights , they defined what we now call Engagement Mapping , a technology...