wednesday, november 4, 2:10pm - 3:00pm

The New Consumer Funnel: Engagement Mapping and the Death of the Last Click Reporting Standard

Today, despite overwhelming evidence that consumers are influenced by a “chain of impacts”—often across multiple platforms—the Last Ad model, which gives 100% credit to the last click, is still a dominant reporting model that drives a significant share of today’s budgets. ad:tech is pleased to welcome The Atlas Institute, a division of Microsoft ,and its Senior Director of Analytics, Young-Bean Song, to the stage to offer a detailed overview and analysis of the concept of Engagement Mapping and offer a vision of the new consumer funnel in an increasingly digital, multi-platform world. This session will go beyond the theoretical and hypothetical and dive into real-world case studies to examine the how different media platforms work together to influence the purchase funnel. The presenters will offer actionable advice on how to measure and optimize the chain of impacts when looking to maximize the value of—and ultimately analyze the success of—a consumer marketing campaign.

SESSION LEADER: Esco Strong, Director, Microsoft Advertising Institute PANELISTS: Doug Miller, Global VP, Media Solutions, Expedia, Inc.

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