Measuring the value of online engagement

Ken Hong and Chen Zhao
Razorfish 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 to tag the key engagements with Atlas tags. These tags allowed us to track engagements by cookie.

Using online surveys, we intercepted site visitors after they interacted with the content on the site (i.e. online engagements). The survey captured key brand attributes and purchase intent. These metrics can be translated into both brand value as well as financial value for the advertiser. Also, in the survey, we inserted an Atlas tag. This will enable us to match survey responses to Atlas cookies.