The Atlas Institute publishes an ongoing series of Digital Marketing Insights to help marketers improve the results of their online campaigns. These reports are based on anonymous data collected from thousands of online campaigns. And we're happy to share them with you.
Atlas Institute Digital Marketing Insights
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, the Atlas Institute 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.
2006-2007 Online Holiday Shopping Patterns Revealed
Over the past few years, the second Monday before Christmas has emerged as the peak point for online sales. After this day, online shopping generally displays a dramatic decrease in sales until Christmas day, which raises a couple of questions for marketers. Find out what happens after Cyber Monday.
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?
Young-Bean Song analyzes the health of the internet cookie.
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 BestBuy.com, the Atlas Institute 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.
2005-2006 Online Holiday Shopping Patterns Revealed
2004-2005 Online Holiday Shopping Patterns Revealed
The Atlas Institute releases its fifth annual Online Holiday Shopping study and highlights trends from past years.
2003-2004 Online Holiday Shopping Patterns Revealed
The Atlas Institute investigates the 2003-2004 holiday season's shopping data, providing marketers with a bevy of lessons.
2002 Online Holiday Shopping Patterns Revealed
This study tracks the large-scale trends in holiday shopping while confirming the Atlas Institute's findings from the 2002 holiday season.