John Chandler-Pepelnjak
Engagement Mapping Director, Atlas Institute

Agenda
• The current conversion standard: “Last Ad”
• Gaps in the current model
• Introduction to Engagement Mapping
• Alltel case study
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Engagement Modeling
The “Last Ad” Standard The Reality
– Last Ad Clicked Campaigns reach consumers multiple times, across
multiple channels, over extended periods of time
– Last Ad Viewed
Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google
$
$ $
$
$
$
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CROSS CHANNEL
INTERACTION
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Impact of Reaching Users Across Search and Display
Conversion Rate Comparison
4.0x
22% Lift Over
3.3x Search Only
Relative Conversion Rate
1.0x
Display Click Only Search Click, Search Click Plus
No Display Impressions Display Impression(s)
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CROSS SITE DUPLICATION
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The Reality of Cross Site Duplication
Site B’s
Exclusive
Reach
B
Site A’s
Exclusive
Reach
Total Campaign Reached
A
C
Overlapped
Reach
Site C’s
Site A reached 1 million users
Exclusive
Reach
E But of that 750,000 were
D
reached by other sites
Site A’s redundancy was 75%
Site E’s Site D’s
Exclusive Exclusive
Reach Reach
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Why is Duplication Important?
1/3 Reach Overlapped
Across Sites
2/3 Converters Reached
Across Multiple Sites
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NAVIGATIONAL SEARCH
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What We Found — Clicks
Non-Branded Branded Total
First Visit 29% 23% 52%
Repeat Visit 11% 37% 48%
Total 40% 60% 100%
These three segments are
navigational – combined they
equal 71% of clicks, 50% of cost
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Engagement Mapping
Week 1 Week 2 Week 3 Week 4
C
Frequency Daypart
Recency Order
Engagement
=
ROI Ad Size Targeted
Rich Media Interactions
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PHASE I BETA CASE STUDY
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What was the impact of search & display on Alltel
converters?
56% Lift
Versus
Search Only
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How did Engagement Mapping affect Alltel
Publishers?
Search
-60%
Display
+33%
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How was engagement to Alltel consumers
credited?
% Engagement (Share of Voice) Last Ad Conversion Credit
E-MAP Conversion Credit
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