It’s becoming clear to me that Web 1.0 statistics won’t work in a Web 2.0 world. Measuring “engagement” is rapidly becoming the new “black” in Web stats.
But there is no single button that gives you a clear picture of engagement. Or is there??
Engagement tends to be a much broader endeavor than marketers have had to face in the past. It reflects the need to orchestrate various media channels to capture the most precious of all commodities these days: People’s time!
After reading an article in B2B magazine entitled “How much do you really love me?” I decided to conduct an interview with the author, Jim Sterne. I asked him how to measure engagement, and some of his answers may surprise you! Enjoy …
Jim Sterne is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, Sterne focuses his 25 years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. Sterne has written six books on Internet advertising, marketing and customer service including, “Web Metrics; Proven Methods for Measuring Web Site Success.” Sterne is the producer of the annual Emetrics Summit and is the Founding President of the Web Analytics Association. He was named one of the 50 most influential people in digital marketing by Revolution, the United Kingdom’s premier interactive marketing magazine