BottomLine

Courtesy of Microsoft Advertising:

Engagement Mapping is a groundbreaking new philosophy and suite of new reporting solutions, which go beyond the “last click” standard of online measurement to reveal the different customer touchpoints that contribute to conversions.

…Engagement Mapping has been developed by Microsoft Advertising’s research and education arm, Microsoft Institute, to give marketers a fuller understanding of the roles of different online channels in driving conversions. By awarding credit to all the relevant touchpoints to which a consumer is exposed, it helps advertisers to develop far more effective and complete campaigns. Recent research by Microsoft’s Atlas Institute shows that searchers clicking on a result are 56 percent more likely to convert if they have been exposed to online display ads.

http://advertising.microsoft.com/research/engagement-mapping