- Engagement Mapping

When traditional online tracking measures suggested that online display advertising was not cost efficient or effective, an online genealogy site, faced a communications problem as the bulk of site traffic was attributed to online search, which was in limited supply. – Engagement Mapping

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


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...

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