Young-Bean Song

http://www.atlassolutions.com/institute_marketinginsights.aspx

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Fri Feb 29th 13:32 PM | Rating: 0 0
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What's Inside Microsoft's Engagement Mapping 'Black Box'?

Just a quick comment to Scott's byline and Ari's comment above, whom I'm assuming is the VP at Atlas's competitor DoubleClick. Standards don't arise out of black box systems. Standards have to be transparent, explainable, auditable and scaleable, and all those criteria fit Engagement Mapping. It is not a black box statistical algorithm. On the contrary, it's an intuitive and flexible reporting methodology that any agency or advertiser can base their reporting on using a third party adserver. All the metrics are explainable, and the drivers of success explicit. You'll be seeing a lot more detail about the Engagement Mapping system in the coming months as we complete the beta. What will be equally interesting during that time period is what Google's response will be to this new reporting standard. Given their revenue model is based on the ubiquity of the last click standard, it will be interesting to see them defend the last click getting 100% sales credit to advertisers. For full disclosure, my name is Young-Bean Song, and I'm the VP of Analytics at Atlas. Best regards...
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