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.
TABLE OF CONTENTS
Today's Measurement Systems Are Antiquated
Engagement Measurement Offers A Framework For A New, Connected Era
An Engagement Measurement Strategy Reinvigorates Customer Insight
WHAT IT MEANS
Engagement Measurement Will Transform The Marketing Landscape
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