Measuring Engagement Series
With all the tittering in the advertising space about Measuring Engagement, I thought it might be useful to lay out how customer marketing and web analytics folks have been Measuring Engagement for quite some time now. Why do the ad folks (especially the online advocates) have to always invent new names for existing concepts? Never mind, I know the answer to that question…sigh.
We take a trip through the metrics and then looking at Measuring Engagement for Campaigns, Visitors, and Customers. There’s also a link to a book that makes a great companion to my book if you are interested in more of a ”CFO view” of the same issues.
Recency Defines Engagement: Campaigns
Recency Defines Engagement: Visitors
Recency Defines Engagement: Customers
Book: Managing Customers as Investments
This material is about the Tactical measurement of Engagement and dis-Engagement. If you’re interested in a Strategic framework for applying these measurements, see A Framework for Engagement.
