Trends Report

Measure Marketing Engagement Right Or Not At All

What You Think Is Valuable Engagement For Your Brand May Not Really Be That Valuable

January 19th, 2017
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Samantha Merlivat, null
Samantha Merlivat
With contributors:
Brigitte Majewski , Ryan Skinner , Susan Bidel , Kasia Madej , Laura Glazer

Summary

B2C marketers are measuring engagement to gauge the success of online marketing campaigns, but engagement rate are meaningless — and in some cases harmful — if not measured correctly. Read this report to find the pitfalls to avoid and the steps to take to build a meaningful measurement framework for marketing engagement.

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