Consumer Engagement is not a metric that can be measured in the same manner by all businesses and therefore there is no such thing as an optimum engagement score.
Consumer Engagement is also not simply captured on your website, it’s calculated using all touch points in a consumer’s (website, search engine, blog, banner ad, offline media, etc…). Consumer engagement has to be defined by marketing teams and appropriate stake holders so that it can be correlated to repetitive interactions by the consumer.
“Customer engagement is about putting the customer at the centre of everything we do and meeting their needs effectively. It’s about talking to customers about the things that are important to them in the language they use, at the right time and through the channel that is most convenient to them.” cScape Annual Survey
Because consumer engagement is so difficult to measure I have compiled a list of trusted resources to help shorten (or potentially lengthen) the search for the right answers:
- iMedia Connection: iMedia Connection: Who Cares About Engagement?
- iMedia Connection: Consumer Engagement: What Does It Mean?
- Clickz: Consumer Engagement: Breaking the Perfect Measurement Myth
- Clickz: Get Ready to Enage with the Engagement Metric
- Read Between the Ps: Consumer Engagement – From Intrusive to Co-creation
- Web Metrics Guru: Consumer Engagement: What Does It Mean?
- Online Spin (Media Post): Are Engagement Believers In Denial?
- Econsultancy: Customer Engagement Survey Results
- WikiPedia: Customer Engagement
- Web Analytics Demystified: How do you calculate engagement? Part 1
- Web Analytics Demystified: How do you calculate engagement? Part II
- Wired Set: Terms of Engagement – Measuring the Active Consumer
- Adobe: Engagement
- Marketing ROI: Consumer Engagement is Measurable
- Dan Greenfield: Consumer Engagement – The New PR Metric
- Occam’s Razor: Engagement, It’s not a metrics, It’s an excuse
- Jim Novo: Measuring Consumer Engagement
- Anil Batra: Engagement, is it a metric or an excuse?
- Post Gazette: Strategies to involve the customer are the hot marketing trend
