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Hello Microsoft Advertising Community, and hello World!
We at the Atlas Institute have long been asked to extend our research and conversations in a blog. I have to admit, the idea of blogging came with a good dose of trepidation, scepticism and sheer laziness from myself. But as all thing evolve and grow (and my entry into Facebook turned out to be a lot of fun), it's time to throw caution to the wind and jump into the fray.
First an introduction - the Atlas Institute is a team within Microsoft whose purpose in life is ad effectiveness research. Or said another way - understanding what works, what doesn't, why, and what one can do about it.
What makes us unique is the data we have to uncover those insights. The majority of our research is culled from the billions of impression, clicks, interactions and conversions (i.e. subsequent visits, registrations, leads and sales) that we serve and collect through our third party ad serving system known as Atlas. This access to campaign data from hundreds of brands buying media across thousands of publishers is certainly one of the most amazing consumer behavioral databases in the world. And I, and others in the Institute, have the lucky job of mining insights from it.
I'm very excited about our contributions here on the community site. In the near future, many of the other authors of our Digital Marketing Insights will join the community.
We'll be tackling some of the biggest topics faced by digital marketers like quantifying the synergy across channels, measuring impact of brand advertising on the purchase funnel, how to translate online into traditional media metrics, and even very specific $64,000 questions like the value of View-Through Conversions and whether "engagement" metrics can or will ever be standardized.
There's certainly no shortage of topics, and my promise for our posts is the same as our research - frank and honest ideas and analysis.
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I am trying to confirm a statement supposedly made around January 2009 by the "VP Analytics, Atlas Institute". The statement was something like "70% of searches are for brands or for navigation shortcuts."
Can you point me to someone who would know about this? I would like to confirm the statement above and clarify if those two objectives are split 35%/35% or if it something different.
Thanks so much for your help.