Numbers, Please

In the Digital World, Not Everything That Can Be Measured Matters: How to Distinguish "Valuable" from "Nice to Know" among Measures of Consumer Engagement

Gian M. Fulgoni

comScore, Inc.

INTRODUCTION

In 2006, the Advertising Research Foundation (ARF) provided one of the first marketing-focused definitions of “engagement” as “turning on a prospect to a brand idea enhanced by the surrounding context.”1 The phrase “turning on” would appear to encompass any communication from a brand that improves consumers’ attitudes and sentiments or that induces a positive change in consumer choice in favor of the brand.