Guided by feedback: Measuring customer engagement

摘要

Customer engagement is one of those seemingly squishy marketing concepts grown out of the social internet phenomena and Web 2.0, which has surprising precision and heft once you spend some time with it. In webland, the client who is engaged interacts with your site often and buys what you have to sell there; he or she may be opinionated and free to offer personal views, blog on the industry you serve, or otherwise spend quality personal time thinking about your company. In this sense, engagement is measured by metrics like click-through rate, duration of visit, and percentage of repeat visits.