Category Archives: Measuring Engagement

NCDM Show – you going?

DataBase Marketing, Marketing / Tech Interface, Measuring Engagement, Web Analytics

Next week I will be moderating a panel at the NCDM show. 

Don’t know NCDM?  If you’re a web analyst interested in what happens in BI from a Marketing perspective, this is the show for you – National Center for Database Marketing. 

I’m moderating a “shootout” panel titled Web Analytics Solutions Showdown: How Do You Measure Customer Engagement? with panelists Barry Parshall from WebTrends, John Squire from Coremetrics, and David Kirschner from Omniture (Jon Gibson / ClickTracks had to drop out).

No right or wrong answers for this session, mostly a demonstration of how different WA platforms approach the challenge of “Measuring Engagement” differently.  Just tell us what you believe “Engagement” is and how it is measured with your tool using a case study.

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Offline Engagement Modeling

DataBase Marketing, Driller Q & A, Measuring Engagement, Newsletters,

Jim answers questions from fellow Drillers
(More questions with answers here, Work Overview here, Index of concepts here)

Q: In our business (airline) – particularly on the loyalty side – we’ve been using both RFM as well as lifetime and current cumulative totals. For instance in our mileage program, we look at both lifetime miles earned and used as well as current balance.

Does that seem appropriate?

A: Well, I guess the question is appropriate for what purpose, what action are you driving to?

For example, if you were to divide metrics into “strategic” and “tactical”, meaning “for management / long-term planning” and “for campaigns / taking short-term action” then you get different answers.

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Social Media Questions

Measuring Engagement, Web Analytics

I have some questions on social “media” prompted by Mike’s post and in particular the comments the post received.

First, can we please agree that social applications and social media are different ideas that sometimes happen together?  I think creating this difference would dramatically help the social discussion along by focusing it and making sure people understand exactly what is being discussed in context.

Now, I suppose you could argue that the comments, pods, and so forth are “media”, to which I would ask, then what is your definition of Content?  You can’t have it both ways.  If Comments are Content, how about Social Content and Social Media as two different ideas?

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