Evaluate every touch point. Not just the last.
Typically, between 93-95% of audience engagements with online advertising receive no credit at all when advertisers review campaign ROI. That presents a substantial margin for missed opportunity.
The “last ad” model is based on a single engagement, so it forces you to place greater importance on the aspects of advertising that support the model, rather than the aspects that support your advertising success.
Since the “last ad” model forces you to attribute all credit to only the last click, you’ve been allocating your marketing dollars entirely to media that sit at the bottom of the conversion funnel: search engines, sites and networks that are the last stop on the conversion path. However, this strategy ignores critical synergies that influence your campaign ROI. The reality is that multiple touch points and channels work together to increase conversion.
Unlike the outdated "last ad" model that narrowly attributes 100% success to the most recent ad clicked, Engagement Mapping technology reveals the entire conversion funnel. This enables you to make more effective, more relevant decisions in your digital marketing.
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Engagement Mapping Resources
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