Widget Analytics: The Rules of Engagement

[mandy]

Widget analytics overcome obstacles to measuring audience engagement.

Forrester Research describes engagement as having four components: involvement, interaction, intimacy, and influence (Source: "Marketing's New Key Metric: Engagement," August 2007) While marketers should measure all of these components to evaluate the effectiveness of their branding initiatives, it is a tall order when the data is sourced from Web site visits and transactions.

According to Forrester, marketers need to employ surveys, e-commerce activity, social media platforms, brand monitoring and customer service records to fully understand audience engagement. "No measurement vendors provide unified services to help tie it all together -- yet."...

full article: http://ecommercetimes.com/story/Widgets-...63412.html