Comments on: Customer Engagement Is Measurable http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/ Whim: Idea, passing thought, fool notion. What It Means. Fri, 04 Jul 2008 14:26:18 +0000 http://wordpress.org/?v=MU By: Windows Live Search Releases Custom 404 Error Page Toolkit | The Golden Hat http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-25395 Windows Live Search Releases Custom 404 Error Page Toolkit | The Golden Hat Wed, 04 Jun 2008 23:39:52 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-25395 [...] with your website as well. If you’re generating income then you obviously want a stellar Customer Engagement Metric. Think of this metric (CEM) as quality time a site visitor spends with your site. How long they [...] [...] with your website as well. If you’re generating income then you obviously want a stellar Customer Engagement Metric. Think of this metric (CEM) as quality time a site visitor spends with your site. How long they [...]

]]> By: peter caputa http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-20028 peter caputa Sat, 23 Feb 2008 22:17:26 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-20028 It amazes me when marketers try to invent "metrics". Metrics for marketing should be the same metrics that the CFO uses. Online, especially, marketers should be held accountable to generating high quality clicks, signups and leads that result in sales. It is very possible now for any sized businesses to track exactly what's working for them: to measure exactly what's generating leads and sales. With with blogs, email, wikis, ppc, seo, webinars, it's entirely possible to advertise and market directly to the appropriate audience online, whether it's a specific industry, location, type of position, etc. Marketers should be tracking which of their activities result in revenue and do more of what works and less of what doesn't. It amazes me when marketers try to invent “metrics”. Metrics for marketing should be the same metrics that the CFO uses. Online, especially, marketers should be held accountable to generating high quality clicks, signups and leads that result in sales. It is very possible now for any sized businesses to track exactly what’s working for them: to measure exactly what’s generating leads and sales. With with blogs, email, wikis, ppc, seo, webinars, it’s entirely possible to advertise and market directly to the appropriate audience online, whether it’s a specific industry, location, type of position, etc. Marketers should be tracking which of their activities result in revenue and do more of what works and less of what doesn’t.

]]> By: Adelino de Almeida http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-14888 Adelino de Almeida Wed, 07 Nov 2007 21:13:02 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-14888 It should seem like you're trying to define brand awareness and brand preference?! It should seem like you’re trying to define brand awareness and brand preference?!

]]> By: More Thoughts On Customer Engagement « Marketing ROI: Whims from Ron Shevlin http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13538 More Thoughts On Customer Engagement « Marketing ROI: Whims from Ron Shevlin Thu, 11 Oct 2007 13:00:14 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13538 [...] of cScape emailed me with some of his thoughts on customer engagement, which was discussed here and on Avinash’s site. Theo [...] [...] of cScape emailed me with some of his thoughts on customer engagement, which was discussed here and on Avinash’s site. Theo [...]

]]> By: rshevlin http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13126 rshevlin Fri, 05 Oct 2007 00:59:11 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13126 Ned -- Thanks for your comments. I couldn't agree more that an "engagement analysis" must be done in the context of the product category, as well as the company's individual strategy. Marketing has got to sit down and decide "what does a good customer relationship look like from a behavioral perspective?" Ned — Thanks for your comments. I couldn’t agree more that an “engagement analysis” must be done in the context of the product category, as well as the company’s individual strategy. Marketing has got to sit down and decide “what does a good customer relationship look like from a behavioral perspective?”

]]> By: Ned Kumar http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13101 Ned Kumar Thu, 04 Oct 2007 14:41:08 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13101 Ron, Regarding the the guy checking his balance 17 times a day -- this can happen with many, but not on a consistent basis. Many a times, this increase in frequency is associated with an event (expecting a deposit, spike in expenditures and cutting it close as Jim said, checking to see if a particular check cleared etc.). I like your alert idea -- but I would say we give the customers the option to create/execute/stop these alerts (than us pushing). Coming back to the post :-) -- definitely a great post. I think you are right on the money regarding the dimensions -- but coming from a research design background, I couldn't help but expand your 'model' with a couple of moderators like Industry and Size of the customer:-) ..as from my experience these play a role in how much you interact and what type of interactions you are having.What I totally agree with you is that Engagement CANNOT be measured just by looking at their online visit in silo. Anyone who is doing that is not really measuring engagement but like Avinash says, another metric just relabeled as engagement. Thanks for the great read and the matrix. -Ned Ron,
Regarding the the guy checking his balance 17 times a day — this can happen with many, but not on a consistent basis. Many a times, this increase in frequency is associated with an event (expecting a deposit, spike in expenditures and cutting it close as Jim said, checking to see if a particular check cleared etc.). I like your alert idea — but I would say we give the customers the option to create/execute/stop these alerts (than us pushing).

Coming back to the post :-) — definitely a great post. I think you are right on the money regarding the dimensions — but coming from a research design background, I couldn’t help but expand your ‘model’ with a couple of moderators like Industry and Size of the customer :-) ..as from my experience these play a role in how much you interact and what type of interactions you are having.What I totally agree with you is that Engagement CANNOT be measured just by looking at their online visit in silo. Anyone who is doing that is not really measuring engagement but like Avinash says, another metric just relabeled as engagement.

Thanks for the great read and the matrix.
-Ned

]]> By: Bhupendra http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13084 Bhupendra Thu, 04 Oct 2007 06:44:19 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13084 Ron, This is a excellent post. When I read Avinash's post, I had some mixed feelings and I was finding hard to agree with him. Now, I think I am with you in this post. Bhupendra Ron, This is a excellent post. When I read Avinash’s post, I had some mixed feelings and I was finding hard to agree with him. Now, I think I am with you in this post.

Bhupendra

]]> By: Tomorrows Brands - Today’s Top Blog Posts on Advertising - Powered by SocialRank http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13025 Tomorrows Brands - Today’s Top Blog Posts on Advertising - Powered by SocialRank Wed, 03 Oct 2007 04:02:46 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13025 [...] Customer Engagement Is Measurable [...] [...] Customer Engagement Is Measurable [...]

]]> By: Eric T. Peterson http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13021 Eric T. Peterson Wed, 03 Oct 2007 01:33:10 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13021 Ron, Great post! Your response to Kaushik reminds me of a fairly extensive series I wrote in my blog about measuring visitor engagement. Your list above is an excellent online/offline counterpart to the components (or indices) I propose for measuring engagement using strictly online and quantitative data. If you have time, have a look at this post: <a href="http://blog.webanalyticsdemystified.com/weblog/2007/01/engagement-metric-defined-part-iv-in.html" rel="nofollow">http://blog.webanalyticsdemystified.com/weblog/2007/01/engagement-metric-defined-part-iv-in.html</a> Or, if you're really bored, you could read all of the posts on the subject, working backwards from here: <a href="http://blog.webanalyticsdemystified.com/weblog/category/engagement/" rel="nofollow">http://blog.webanalyticsdemystified.com/weblog/category/engagement/</a> Personally I think that working out strategies for individual organizations to measure engagement using both qualitative and quantitative and a "Web Analytics 2.0" model is some of the most exciting work that the web analytics department gets to do in this day and age. But, like web analytics, sometimes this work is hard so you really have to be up for it. Anyway, thanks for highlighting the value of measuring engagement to your audience! Eric T. Peterson <a href="http://www.webanalyticsdemystified.com" rel="nofollow">http://www.webanalyticsdemystified.com</a> Ron,

Great post! Your response to Kaushik reminds me of a fairly extensive series I wrote in my blog about measuring visitor engagement. Your list above is an excellent online/offline counterpart to the components (or indices) I propose for measuring engagement using strictly online and quantitative data. If you have time, have a look at this post:

http://blog.webanalyticsdemystified.com/weblog/2007/01/engagement-metric-defined-part-iv-in.html

Or, if you’re really bored, you could read all of the posts on the subject, working backwards from here:

http://blog.webanalyticsdemystified.com/weblog/category/engagement/

Personally I think that working out strategies for individual organizations to measure engagement using both qualitative and quantitative and a “Web Analytics 2.0″ model is some of the most exciting work that the web analytics department gets to do in this day and age. But, like web analytics, sometimes this work is hard so you really have to be up for it.

Anyway, thanks for highlighting the value of measuring engagement to your audience!

Eric T. Peterson
http://www.webanalyticsdemystified.com

]]> By: rshevlin http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13018 rshevlin Wed, 03 Oct 2007 00:25:13 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13018 Jim -- Actually, there is something of potential value to do w/ the guy checking his balance 17 times a day -- ask him if he'd like an alert pushed to his email address or cell phone when his balance hits (or falls to) a certain amount. Jim — Actually, there is something of potential value to do w/ the guy checking his balance 17 times a day — ask him if he’d like an alert pushed to his email address or cell phone when his balance hits (or falls to) a certain amount.

]]> By: Avinash Kaushik http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13015 Avinash Kaushik Tue, 02 Oct 2007 23:30:39 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13015 Ron: Thanks so much for extending the conversation. Each of the six suggestions you have on top of the post is excellent at measuring various relevant nuances of "engagement". The extension to online - offline was particularly helpful, it poses its own challenges, your example of the 2 x 2 matrix from your banking experience is excellent. In the end I think we are more close in our perspectives than apart. -Avinash. PS: I always enjoy the JimN RonS witty banter. :) Ron: Thanks so much for extending the conversation. Each of the six suggestions you have on top of the post is excellent at measuring various relevant nuances of “engagement”.

The extension to online - offline was particularly helpful, it poses its own challenges, your example of the 2 x 2 matrix from your banking experience is excellent.

In the end I think we are more close in our perspectives than apart.

-Avinash.
PS: I always enjoy the JimN RonS witty banter. :)

]]> By: Jim Novo http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13012 Jim Novo Tue, 02 Oct 2007 23:00:44 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13012 Or they're pushing their budget to the limit...is that the same? But this example really highlights the need for a two-dimensional view of the engagement idea, using the same "matrix" approach we have been tossing around. In this case, there's one thing we know about someone who checks their bank account 17 times a week - they are very highly likely to check it a lot of times next week. Then the question becomes, of what value is this information? Is there any value created for the company because of this activity? Probably not. Can we create any value for the customer because of this activity? Perhaps; maybe we could text the bank balance every day to their cell phone; would they like that? The customer-centric question to ask is not "how much activity", it is: 1. How important will this activity be to the customer in the future? There's not a lot you can do "today" for the customer who was checking his balance 17 times a day but stopped 3 weeks ago... 2. What does this activity tell us about how to better serve the customer, if anything? Or they’re pushing their budget to the limit…is that the same?

But this example really highlights the need for a two-dimensional view of the engagement idea, using the same “matrix” approach we have been tossing around.

In this case, there’s one thing we know about someone who checks their bank account 17 times a week - they are very highly likely to check it a lot of times next week. Then the question becomes, of what value is this information?

Is there any value created for the company because of this activity? Probably not. Can we create any value for the customer because of this activity? Perhaps; maybe we could text the bank balance every day to their cell phone; would they like that?

The customer-centric question to ask is not “how much activity”, it is:

1. How important will this activity be to the customer in the future? There’s not a lot you can do “today” for the customer who was checking his balance 17 times a day but stopped 3 weeks ago…

2. What does this activity tell us about how to better serve the customer, if anything?

]]> By: rshevlin http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13004 rshevlin Tue, 02 Oct 2007 17:56:10 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13004 Thanks for commenting, Jim. You know, of course, that we've discussed this before, but Avinash's post gave me the license to post some of these thoughts in a different context. I couldn't agree more that Web analytics could be a great source of data to drive engagement measurement. But until (or unless) a large percentage of customers are conducting the vast majority of transactions and interactions online, then taking the Web-driven data out of the context of the cross-channel may lead to warped views on who's engaged and who isn't. I like to joke that the customer who checks his bank account balance online 17 times a week isn't necessarily an engaged customer -- he's more a likely a neurotic customer. Thanks for commenting, Jim. You know, of course, that we’ve discussed this before, but Avinash’s post gave me the license to post some of these thoughts in a different context.

I couldn’t agree more that Web analytics could be a great source of data to drive engagement measurement. But until (or unless) a large percentage of customers are conducting the vast majority of transactions and interactions online, then taking the Web-driven data out of the context of the cross-channel may lead to warped views on who’s engaged and who isn’t.

I like to joke that the customer who checks his bank account balance online 17 times a week isn’t necessarily an engaged customer — he’s more a likely a neurotic customer.

]]> By: Jim Novo http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13002 Jim Novo Tue, 02 Oct 2007 17:46:56 +0000 http://marketingroi.wordpress.com/2007/10/02/customer-engagement-is-measurable/#comment-13002 Yessir, the issue goes way beyond web analytics, though I would argue some of the most precise and interesting data on engagement is available through web analytics. If folks would only look at the right data. I'm with you, engagement = attitudes, not actions. To go further, I'd say in a lot of cases you can predict those actions and so actually rank customers by their level of engagement, which I believe is where you are headed with the above chart. It's fine to navel-gaze about all the complexity you create around this idea (especially true in web analytics), but in the end, if the analysis does not lead to action (as suggested by your chart above) what good is it? Yessir, the issue goes way beyond web analytics, though I would argue some of the most precise and interesting data on engagement is available through web analytics.

If folks would only look at the right data. I’m with you, engagement = attitudes, not actions. To go further, I’d say in a lot of cases you can predict those actions and so actually rank customers by their level of engagement, which I believe is where you are headed with the above chart.

It’s fine to navel-gaze about all the complexity you create around this idea (especially true in web analytics), but in the end, if the analysis does not lead to action (as suggested by your chart above) what good is it?

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