Microsoft Brings Web Trafficking Measurements Into 21st Century

ADOTAS — At last: truly accurate measurements of Web traffic and sales is available. That’s according to Microsoft Corp. at least: The software giant today announced a new approach to managing and measuring the effectiveness of online campaigns called Engagement Mapping.

The new model will measure all online touchpoints and interactions consumers execute before a sale.  Microsoft says Engagement Mapping exceeds the current, superannuated “last ad clicked” model of Web trafficking.

“The ‘last ad clicked’ is an outdated and flawed approach because it essentially ignores all prior interactions the consumer has with a marketer’s message,” said Brian McAndrews, senior vice president of the Advertiser & Publisher Solutions (APS) Division at Microsoft. “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. We believe it represents a quantum leap for advertisers and publishers who are seeking to maximize their online spends.”

The system has not been completely finalized and will be tested by various ad agencies on national campaigns, including Agencia Click + UNICA, Citi Cards, Sprint and World Vision. The beta period begins March 1 and results are expected by the end of the second calendar quarter.