How do we measure engagement?
Joel WeinbergerImplicit Strategies
To gain a true assessment of engagement, we need to measure unconscious as well as conscious processes. But the big question is, how do we measure them?
Engagement is ubiquitous in the jargon of advertising. Its pursuit has become a kind of Holy Grail. It is said with great certainty that for an ad to be effective, it must engage the consumer. It seems self-evident, but is it true? It turns out that engagement is a concept that is a lot fuzzier than is generally conceded and its effects are by...