Microsoft has developed a new method for tracking the success of online advertisements. The tech giant’s newest tool, dubbed Engagement Mapping, is said to take a comprehensive approach to measuring consumer interaction with advertisements before a sale is ultimately made. While Microsoft is not yet ready to publicize exactly how Engagement Mapping works, their premise is that click-thru tracking is old and incomplete “because it essentially ignores all prior interactions the consumer has with a marketer’s message.
point out that several different companies are further along in their efforts to build similar products, but of course none of them enjoy Microsoft’s substantial financial backing. We will have to wait sometime until Engagement Mapping is readily available. Trial results could be published by the end of June, but there is no word yet on when the service might go public.