For Customer Intelligence Professionals

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June 10, 2008 Measuring Engagement Four Steps To Making Engagement Measurement A Reality by Brian Haven, Suresh Vittal with Christine Spivey Overby, Jaap Favier, Evadne Cokeh	Average: 9  (1 rating)

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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