I read an article by Altas on engagement mapping, found it particularly true as it touches on the very fact that conventional measurement of our online marketing campaign performance is somewhat not the a wholesome assessment of the campaign results (which they call it “Last Ad” model”).
We should not ignore the fact that every initiative/campaign running online should be considered when assessing whether our campaign is successful or not – not just the last ad that user has saw and clicked on. This article explains how it could be done better, and of cos selling their product which could help you do so… It also explains the different fundamental concept of measurement in interactive marketing which could be rather useful for any new interactive marketer.
Engagement Mapping:
http://www.atlassolutions.com/institute_engagementmapping.aspx
Additional read on Digital Marketing Insights:
http://www.atlassolutions.com/institute_marketinginsights.aspx
