Measuring the value of online engagement

This brief paper reports on the use of Atlas tags to track internet behaviour. These tags can be combined with user surveys in order to develop scorecards correlating online engagement with projected revenue, brand preference, satisfaction and net promoter score.

Measuring the value of online engagement

Ken Hong and Chen ZhaoRazorfish and Microsoft

Challenge:

Online engagements are proliferating. Consumers are spending more and more time online, and marketers are creating more and more digital content for consumers to engage with. However, most of the marketers don't really know what the real value is being generated by these engagements. This is especially true for non-transactional websites where online engagements cannot be tied directly to transactions.

Understanding the value of online engagements is critical for marketers to successfully leverage digital channels to generate real business value.

Solution:

The first step was...

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