Notable analyst's, Brian Haven and Suresh Vittal, from Forrester Research have just published an outstanding and well-thought out paper about Measuring Engagement. The overall theme of the paper declares that "the metrics marketers use today fail to capture the supercharged social behaviors and intimate relationships people have with brands". This is very active discussion topic with many of our customers and one of our TruCast platform's key differentiators - in that enables the measurement of engagement that brands/marketers are having with their customers in the social media space.
Building on the framework that Brian initially developed around the four I's of engagement: involvement, interaction, intimacy, and influence the authors further detail how to measure engagement and prioritize metrics that are appropriate to customer purchasing processes. Some key highlights/takeaways include:
- Why marketers are failing to take action
- Utilizing an engagement framework for the new social era
- How engagement measurement strategy reinvigorates consumer insight
- Why marketers should prioritize the acquisition of engagement metrics
In sum, a framework and tactical steps are well laid out for marketers in this paper to support why engagement measurement will transform the marketing landscape and require new marketing skills, partners who get it, and convergent marketing technologies.
Well done Brian & Suresh