How do you measure engagement? This was one of the big themes at the Consumer Forum. Analyst Brian Haven has broken it down into four elements to measure: Involvement (visits to a site or store), Interaction (click-thrus, transactions, reviews, uploads), Intimacy (sentiment, affection, touchy-feely stuff), and Influence (likelihood to encourage consideration). Ethnography can help figure out what to ask and how to measure (especially intimacy and influence), then you have to add up the numbers and put on your thinking cap. Brian's bottom line when it comes to marketing? Experiment...and measure.
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