Measuring open rate, clicks, and traffic to your site are metrics that show digital marketing performance from a volume perspective. But two-way conversations and customer engagement with the brand can’t be measured using purely quantitative methods.
You need a way to measure engagement so you know what’s working. One way to do this is to start tracking and measuring engagement value. You can do that by assigning a value or points to interactions throughout the customer lifecycle. These interactions are your conversion goals and should be indicative or predictive of revenue. For instance, signing up for a free trial of a product or service demonstrates
a certain level of engagement and you would assign a value accordingly.
By tracking engagement value, you can begin to see trends that you might not see if you’re only looking at volume statistics and trends. For example, let’s say traffic to your site has increased, but engagement value is going down, that tells you that there’s a problem somewhere in your cross-channel interactions. You wouldn’t have known you had a problem at all if you had only been looking at the volume of traffic.
With engagement value, you can understand how channels are affecting engagement and which interactions are performing better than others.
You need a way to measure engagement so you know what’s working. One way to do this is to start tracking and measuring engagement value. You can do that by assigning a value or points to interactions throughout the customer lifecycle. These interactions are your conversion goals and should be indicative or predictive of revenue. For instance, signing up for a free trial of a product or service demonstrates
a certain level of engagement and you would assign a value accordingly.
By tracking engagement value, you can begin to see trends that you might not see if you’re only looking at volume statistics and trends. For example, let’s say traffic to your site has increased, but engagement value is going down, that tells you that there’s a problem somewhere in your cross-channel interactions. You wouldn’t have known you had a problem at all if you had only been looking at the volume of traffic.
With engagement value, you can understand how channels are affecting engagement and which interactions are performing better than others.
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