It's that time of year -- more research on measuring engagement is in order.
I've enlisted Suresh to help me work on the next report on engagement, tentatively titled, Measuring Engagement. I'll be posting more details here, and on my personal blog, in the coming months. But to begin, we need some help from you.
I'll be joining Pete at the convention and various festivities. I've got my keen eye on the design and product development side of things. So, if you're in to new product development, design research, product design, wearable computing, green design, or other related topics, let me know so we can talk shop. I'll also be at the Bloghaus and the Blogger party so you can track me down there.
Also, I'll be doing some cross posting over at my personal blog, birdahonk.com.
You can reach me at bhaven [at] forrester [dot] com.
We've just published a new report titled Marketing's New Key Metric: Engagement.
The link is here. [UPDATE 8/13, 2pm (Eastern): This link redirects to a page on the Forrester Web site which includes the executive summary. The full report is accessible to Forrester clients.]
The premise behind the report is that the center of the marketing funnel (consideration and preference) is more complex than many like to believe. This complexity is largely influenced by people's changing behaviors online, fueled by social computing.
As a result, marketers need to focus on engagement. In the report, we define engagement as:
Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time.
The four components of engagement are:
Involvement—Includes web analytics like site traffic, page views, time spent, etc. This essentially is the component that measures if a person is present.
Interaction—This component addresses the more robust actions people take, such as buying a product, requesting a catalog, signing up for an email, posting a comment on a blog, uploading a photo or video, etc. These metrics come from e-commerce or social media platforms.