Engagement: The Great Debate
Shockingly enough, BrandingVoodoo isn’t the only awesome blog out there. One of our favorites: Engagement by Engagement, which is largely authored by the folks at Nielsen BuzzMetrics. I don’t love the title but the content is good.
A recent post by Max Kalehoff discusses the need to tie a user taking an action, generating sales or otherwise contributing to a business outcome in order to prove engagement’s value as a metric.
In an earlier post, Pete Blackshaw cites engagement examples in the much-hyped Dove Evolution ad that’s been all over the Web. He equates engagement in the campaign to video views, comments, blog entries, forum and message board posts, refer-a-friends and user generated video mashups.
It’s nice to have something tangible among all of the philosophical discussions around the hot topic. Now, how do you assign a scale of engagement—a single numeric measurement— to a metric that encompasses all of those things?
posted by MindComet at 8:31 PM
1 Comments:
Hi, thanks for the shout-out. "Now, how do you assign a scale of engagement—a single numeric measurement— to a metric that encompasses all of those things?" That desire for over, or artificial, simplicity is the distraction to acheiving results. Not to cop out, but we may have to get used to the fact that life and marketing is contextual and circumstantial. In a world where attention can no longer be bought and sold for cheap like it once was, we can no longer apply the one-size fits all yard sticks.The answer is "it depends," and the discipline of data integration will reign.
7:01 AM
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