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Friday

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New Research On Measuring Engagement

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by Brian Haven
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Expanding on my previous research on engagement (Marketing's New Key Metric: Engagement, 06 August 2007 - Forrester Research), I'm kicking off a new research plan to publish an updated report that get's into more of the nitty gritty. The first report developed the working framework for understanding and measuring engagement (involvement, interaction, intimacy, and influence). Unfortunately, many people think engagement is time spent on a site. That's just boring, narrow, and just plain lame. There's more to it than that. Surprise, people not only exist in the digital world, but in the physical world too.


So, I've enlisted my colleague, Suresh Vittal, to join me in this quest. He'll co-author the report with me and we'll approach the research together, which is a good thing because he's the heavy hitter when it comes to the technology and analytics.


If you have any good company examples of how firms have truly tracked and measured integrated campaigns across several channels (online and offline), please send them my way. We're looking for people to talk to and examples that will illustrate our points.

 

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» Time For More Engagement from Forrester's Marketing Blog
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It's that time of year -- more research on measuring engagement is in order. I've enlisted Suresh to help me work on the next report on engagement, tentatively titled, Measuring Engagement. I'll be posting more details here, and on my

 

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