Last year, after Microsoft purchased aQuantive (and following it lost its 1st alleged bid for Yahoo), Microsoft officials had been scorching to explain why Internet search results ought to not be seen as the only or finest way to measure online-advertising achievement.On February 25, Microsoft gave the ad-measurement program — to which it formerly referred vaguely as “conversion attribution” — a new name and a specific launch vehicle.Microsoft;s new proposed ad-measurement metric is now called “Engagement Mapping.” And its “Engagement ROI” (return on investment) is a new integrated reporting capability for the Atlas Media Console, one of aQuantive;s ad platforms that is now owned by Microsoft.The beta for Engagement ROI begins on March 1, “with results expected to be available before the end of the second calendar quarter,
Windows 7 32 Bit,” according to the Softies. The beta will be private. Testers will include a handful of Microsoft;s major marketing clients, including Agência Click + UNICA, Best Western International Inc.,
Office Home And Student 2010, BKV, Citi Cards, GSD&M Idea City, Ingenuity Media of The Martin Agency,
Office 2010 Pro Plus, Initiative, McKinney, MEC Interaction,
Office Professional Plus 2007 Key, Mindshare Interaction, Monster Worldwide Inc., Neo@Ogilvy, Sprint and World Vision. No word on when the company plans to release the ultimate version of Engagement ROI.Engagement ROI will take into account “the impact that recency, frequency, size and ad format (such as rich media and video) have on a consumer;s on the net path to action.”The unstated implication: Users don;t buy a product because they discovered it via Google lookup. Instead, people visit a number of different World wide web sites before buying. Tracking this behavior is important, as Brian McAndrews, Microsoft;s Senior Vice President of Advertising and Publishing Solutions,
Office 2007 Pro Key, explained final 12 months, as “the site that gets credit for prompting a user;s visit is the one that gets paid for it.”Last year, McAndrews the tracking data would be culled from “individual computers; electronic signatures, not individual people.” Microsoft hasn;t providedany new specifics as to how it will measure user behavior as part of Engagement ROI or Engagement Mapping.
