Trends Report

Measuring Engagement

Four Steps To Making Engagement Measurement A Reality

June 10th, 2008
BH
Brian Haven
Suresh Vittal, null
Suresh Vittal
With contributors:
Christine Overby , Jaap Favier , Evadne Cokeh

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.

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