Measuring Engagement
Measuring engagement is critical to making good marketing decisions, but few people agree on how it should be defined. Many times the process is needlessly overcomplicated. However, when approached in the right way, you can ensure a financial return.
It’s easy to get bogged down with developing a comprehensive metric that takes into consideration every aspect of what engagement could mean and to a variety of stakeholders. Complex measurements that aren’t tied directly to bottom line results can cause you to lose perspective of the true goal of driving engagement – increasing loyalty and profitability of your brand. So keep it simple. Choose two or three key behaviors and/or attitudes that are known to drive stronger brand engagement. Make sure they can be measured and tracked and that they relate closely to profitability. Put your metrics into place and begin measuring engagement.
Author:
Bob Konsewicz, Strategic Consultant, Maritz Loyalty
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