Ancestry.co.uk – Engagement Mapping

Principal Authors: Mark Buttress, Paul Cooper - Brilliant Media
Contributing Authors: Rachel Empson, Steve Leonard, Lisa Haynes, Louise McKee, Ben Bisco - Brilliant Media

EXECUTIVE SUMMARY

When traditional online tracking measures suggested that online display advertising was not only cost-inefficient, but also ineffective, Ancestry challenged its place on the schedule. Logic suggested however that this wasn't the full picture. This groundbreaking engagement mapping project sought to quantify the value of online display, concluding that it delivered a 260% uplift on the conversion from search to eventual subscription. This vital learning not only prevented a change to the marketing mix which could have had disastrous consequences on subscriptions and hence revenue, but also proved the place of online display in driving response and future growth.