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June 10, 2008 Measuring EngagementFour Steps To Making Engagement Measurement A Realityby Brian Haven, Suresh Vittal with Christine Spivey Overby, Jaap Favier, Evadne Cokeh |
Average: 9
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This is an excerpt
Executive Summary
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
- Related Research Documents
This is an excerpt
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