The latest thing to get me all interested is the news that Atlas Solutions, one of the third party ad servers we use, to track and optimise our online media has launched engagement mapping. This new reporting methodology will allow us to see all the digital touch points on a job applicants journey and not just the last media they click on or viewed before arriving at a clients site and applying.
Instead of the last ad getting 100% of the credit we can see the influence of all media and creative messaging and reveal the entire conversion funnel. This will no doubt help to plan the most effective digital media and creative strategies to attract active and passive jobseekers.
This is good news for display advertising online as they will get some credit and perhaps not so good news for affiliates, Google and maybe even job boards who may dominate online schedules.
Of course the fact that Atlas Solutions is owned by display giant MSN is irrelevant ;o).
Deeper ROI is always to be welcomed.
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