For Marketing Leadership Professionals (Length: 13 pages)
June 10, 2008
Measuring Engagement
Four Steps To Making Engagement Measurement A Reality
This is the second document in the "Measuring Customer Engagement" series.
by Brian Haven, Suresh Vittal
with Christine Spivey Overby, Jaap Favier, Evadne Cokeh
Executive Summary (This is a document excerpt)
The metrics marketers use today fail to capture the supercharged social behaviors and intimate relationships people have with brands. With the four I's of engagement: involvement, interaction, intimacy, and influence — marketers obtain a framework to decipher this complexity. To measure engagement, marketers need to take four critical steps: define, audit, assess, and prioritize the metrics that are appropriate for their customer buying processes.
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TABLE OF CONTENTS |
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What It Means
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Forrester interviewed 14 companies, including: Adobe Systems, Critical Mass, Fifth Third Bank, Hewlett-Packard, MarketingNPV, Merkle, MTV Networks , OgilvyInteractive, Procter & Gamble, Research In Motion, Royal Caribbean International, Umbria (J.D. Power and Associates), Visible Measures and Wells Fargo Bank and the following authors: Jim Novo and Eric Peterson. Related Research Documents
April 22, 2008
August 8, 2007
June 5, 2007 |
Today's Measurement Systems Are Antiquated
Revisiting The Engagement FrameworkFind Documents In Related Categories |
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Original air date: Thursday, March 29, 2007
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