Case Studies

We can tell you all about how Atlas has a solution to meet your toughest business challenges. But don’t just take our word for it. Read about how we’ve partnered with strategic marketers to improve their business results.


Audience Messaging delivers relevant ads and increased performance for C-date, a dating site, has the same challenge any service-oriented website experiences: what’s the best way to convert interested consumers into paying customers? Anyone can register and create a C-date profile, at no charge – but the purchase of a premium membership is the only way users can interact with one another. Wanting to encourage more users to pay for a premium membership, C-date partnered with Munich-based agency Insparx to test out Atlas Audience Messaging solutions. Audience Messaging allows advertisers to target specific audiences based on demographics such as age, gender, location, and Internet behavior. An initial test proved the effectiveness of Audience Messaging, so Atlas next recommended ProfilePlus, which allows targeting at an even more granular level.

 *Microsoft ProfilePlus data is no longer available as part of Audience Messaging.

Beyond Search: Illuminating the Alltel Wireless Sales Funnel
As online ad budgets continue to grow and expand across multiple media channels,campaign success metrics and reporting standards have remained relatively simple. For many marketers, measuring post-click and post-view conversions has become a common way to evaluate the ROI for a campaign. In this case study, we compared conversion reporting based on the last ad standard to a reporting model that associates credit to all of the digital touchpoints in a consumer’s online history. Find out what advertisers can learn from these findings.

Atlas + Enterprise
GSD&M Idea City had been providing its clients with reports about online advertising campaign performance. In doing so, agency personnel would manually extract data from the Microsoft® Atlas Advertiser Suite and other digital advertising performance information sources. However, because of the work required to transform the raw performance data into useful insights, GSD&M delivered these reports weekly at most. The agency wanted a way to capture and present online ad performance information in a more timely and efficient manner, so it turned to Microsoft. GSD&M implemented a Business Intelligence solution based on Atlas+ from Microsoft, which works with Microsoft SharePoint® 2010 and Atlas data to deliver updated ad campaign performance information on a daily basis.

100% Data Passback

Monster implemented the Microsoft Atlas 100-Percent Data Passback solution, which offers clients the most complete and comprehensive view available of every interaction in their online campaigns. When the Atlas ad server presents a Monster ad to a qualified visitor, it records information about that event. Atlas also keeps track of clicks, actions, and even conversion information if the visitor clicks on or views the ad and goes on to apply for a job.

Digital Marketing Insights

These reports are the output of a team of researchers at Atlas designed to provide insight into how you can most effectively improve your ROI. They are based on anonymous data collected from thousands of online campaigns.

Engagement Mapping
Digital marketing continues to incur an enormous amount of growth. The quickening proliferation of new digital channels, compelling web sites, and countless new opportunities makes it difficult for marketers to keep pace, and even more challenging for them to reach and engage their audience. Large brands and direct response marketers are constantly seeking the right mix of channels, sites, and interesting creative to engage their audience as effectively as possible. Yet when a digital advertising campaign is successful, they can only credit one of the many touchpoints their audience experienced

The Planners Digital Dilemma
Are the 10 million impressions on one site better or worse at reaching your target audience than the 7 million impressions on another site? This paper examines why the Internet’s mass appeal isn’t being used for brand advertising, and how traditional media planning can be brought online to solve the planner’s dilemma.

The Long Road to Conversion: The Digital Purchase Funnel
Most marketers are familiar with the concept of the "purchase funnel," – and many plan and execute their campaigns with it in mind. Yet, the advertising metrics and models developed for online marketers largely ignore the question of when media exposure occurs. This study aims to answer the question of exactly when and where purchasers see online advertising, and what implications those discoveries may have on the process of planning and optimizing media.

Measuring ROI Beyond The Last Ad
The reliance on last-ad conversion attribution often leaves publishers and ad networks struggling to prove their value to advertisers simply due to the nature of their site, not because of the quality of their audiences or ability to target. This study examines the bias created by the last-ad model and reveals sites that delivered reach and engagement to converters, yet did not receive applicable credit.

Paying for Navigational Search
Did you know that 71% of sponsored search clicks are navigational? If not you might be paying too much for branded search. This analysis provides statistics on the prevalence of navigational search as well as insight into navigational behaviors.

The Impact of Overlap
Understand the costs and benefits of reaching users across multiple publishers.

Search Conversion Rates by Daypart

Considers sponsored search conversion rates by daypart, including industry-specific benchmarks.

The Combined Impact of Search and Display Advertising

Quantifies the synergies between display and sponsored search campaigns and the benefits of analyzing them together.

The Hidden Cost of Pay-for-Performance Media
Reveals the source and magnitude of conversion duplication and arms advertisers with strategies to improve their performance deals.

Optimal Frequency: The Impact of User Frequency on Conversion Rates
Focuses on optimal frequency from a direct response view, and details how to increase campaign efficiencies to deliver leads and sales.

Online Media Conversion Rates by Daypart
Explores the influence of time of day on conversion rates for display media.

On Demand Digital Video Duration
Explores the subject of Brand Exposure Duration as a useful way to measure engagement in On Demand Video.

Cross Promotion is Critical to VOD Success
Quantifies the importance of cross-promotional spots to increase video-on-demand (VOD) viewership, and shows how time of day impacts performance.

The Atlas Rank Report: How Search Engine Rank Impacts Traffic
The research presented in this Insight examines how one key factor, search engine rank, impacts traffic to a marketer's website.

Cookie Retention. Is the sky falling on cookies?
Analyzes the health of the internet cookie. Ad Creative or Media Placement - Which Is More Important When Optimizing Campaigns?

Ad Creative or Media Placement - Which Is More Important When Optimizing Campaigns?
This study shows that optimizing media placements will impact a campaign more than optimizing creative alone.

Behavior-Based Media Planning Produces Results
In a four-week test comparing traditional media planning with behavior-based planning, 75% of sites found using behavior-based planning outperformed the average performance of all test sites. 

The Evolution of Online Advertising Metrics: Evaluating the New Cost per Revenue Metric
Over a fifteen-week online advertising campaign for, we determined that optimizing based on Cost per Revenue can produce better results than optimizing solely on Cost per Sale.

Traditional Advertising Metrics on the Web: Forecasting GRPs, Reach and Effective Reach Online
This Insight shows how advertisers can more easily incorporate online advertising into their overall advertising mix-by bringing industry-standard metrics from traditional ad media into the online world.

Validating the Combined Approach to Online Reach Prediction
This study confirms that advertisers can confidently use a combination of user-centric and server-centric data to forecast online reach of websites in a media plan.

Online Advertising Reach Across Sites: Dispelling the Myth
According to this study, advertisers with greater online reach are getting more people to see their ads online, but rarely are they reaching the same consumer more than once on multiple sites.

Finding the Missing Piece in Online Frequency
This study reveals that the spectrum of frequency on any given campaign is best measured by frequency distribution.

Metrics That Brand Advertisers Care About: Introducing Brand Exposure Duration (BXD)
The classic levers of any ad campaign have been reach and frequency. With Atlas BXD, we introduce the missing element of time. This Insight explains what BXD is and its importance for online marketing.

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