Microsoft is launching a method of measuring the effectiveness of online advertising campaigns. It claims that Engagment Mapping will go further than current industry standards by mapping the site a consumer visited before making a purchase.
The company claims that the method, which will be called Engagement ROI to clients, will offer more incisive information that the “last ad clicked” industry standards. It will also take into account how often a users sees an ad and the format of that it appears in to see how that influences the eventual purchase.
Microsoft is now working with clients such as Best Western International and Citi Cards, and agencies, including MindShare Interaction, to test the new tool. The beta begins on March 1, with the results to be unveiled towards the end of the second quarter.