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Case Study: The UK's Channel 4 Decodes Customer Engagement
How To Measure Engagement To Drive Business Results
November 20, 2009 , 6 pages
by Julie M. Katz
Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK, shifted its teen programming from TV to online, it needed a concrete way to demonstrate the impact of its new approach. Traditional measures, such as reach, didn't tell a complete story, so C4 turned to iCrossing, an interactive agency, which created a framework that merged traditional and novel measurement tactics. The advantage of measuring engagement? C4 can now easily modify marketing and product development and continually learn about its audience. Additionally, its approach to measuring engagement is adaptable, which allows C4 to incorporate engagement measurement into a variety of projects.

Navigating The Twittersphere
How To Market On Twitter
November 19, 2009 , 6 pages
by Nate Elliott
Successfully engaging with consumers on Twitter requires both the right overarching strategy and a series of small best practices. Interactive marketers must ensure that consumers can find their brands' accounts, confirm that they are legitimate, and easily identify who is tweeting. Marketers must also provide a mixture of promotional and non-promotional content and decide how often — and in what ways — they will directly engage with consumers. To extract the greatest value possible from Twitter, balance department-level control of different accounts with a broad view of how your various accounts work together to reach users.

A Deep Dive Into Asia Pacific Consumers' Online Behavior
November 18, 2009 , 18 pages
by Olesia Klevchuk
For the past four years, Forrester has been tracking consumers' online and offline behavior in Asia Pacific. This is a dedicated report about Asia Pacific consumers' online behavior aimed at understanding the changes in this emerging medium. This year's data shows a vast diversity among Asia Pacific markets when it comes to the amount of time consumers spend with online media, adoption of social activities, and the increasing uptake of mobile Internet.

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