Microsoft e-commerce feature: everything will be under control

Yesterday Microsoft Corp. made an announcement the release of new software. The inventors themselves call their creature just the most advanced method for measuring Web traffic and sales.

Owing to this system, called Engagement Mapping, now it's possible to measure all interactions that consumer makes with Web site before purchasing. As Microsoft declares the system goes beyond current ad campaign reporting that only measures sales, leads and traffic.

"The ‘last ad clicked' is an outdated and flawed approach because it essentially ignores all prior interactions the consumer has with a marketer's message," said Brian McAndrews, senior vice president of the Advertiser & Publisher Solutions (APS) Division at Microsoft. "Our Engagement Mapping approach conveys how each ad exposure - whether display, rich media or search, seen multiple times on multiple sites and across many channels - influenced an eventual purchase. We believe it represents a quantum leap for advertisers and publishers who are seeking to maximize their online spends."

At present time Engagement Mapping system is being tested by national advertising agencies. The results are expected to be announced by the middle of summer.

 

Aynny, reporter of Ecommerce Journal