Assure Ecommerce and Retail Operations Uptime with ThousandEyes
20080415 Slides E Map Advertisers
1. Beyond
Be ond the Last Ad Atlas Instit te
Institute
Engagement Mapping Young-Bean Song
2. Crediting Conversions to Ads
The “Last Ad” Standard The Reality
– Last Ad Clicked Campaigns reach consumers multiple times, across
– Last Ad Viewed multiple channels, over extended periods of time
Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google
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6. The Reality of Cross Site Duplication
Site B’s
Exclusive
Reach
Site A’s B
Exclusive
Reach
Total Campaign Reached
A
Overlapped C
Reach
Site C’s
Exclusive Atlas Institute
Reach
E • 1/3 reach of a campaign is to
D users across multiple sites
• 2/3 of converters come from
Site E’s Site D’s users reached across sites
Exclusive Exclusive
Reach Reach • Frequency of overlapped
consumers is 4 times greater
g
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12. How is Engagement Mapping Actionable?
Yahoo has 15% more conversions
Last Ad Engagement Mapping
Site Cost Impressions Clicks Conversions CPA Conversions CPA
Yahoo! $10,000 3,333,333 15,000 150 $67 173 $58
ESPN $10 000
$10,000 1 250 000
1,250,000 2 500
2,500 125 $80 119 $84
Google $15,000 0 16,667 500 $30 400 $38
DrivePM $11,000 2,200,000 9,900 198 $56 282 $39
Totals $46,000 6,783,333 44,067 973 $47 973 $47
E-Map allows you to customize the impact
New conversion metrics are calculated of each of these variables:
+ Reach
and available in MyReports + Frequency
+ Recency
Enabling quick and easy multi-variable + Ad Size
+ Ad Type
optimization across channels + Rich Media Interactions
+ Multiple Click Throughs
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