Now, there’s a hot topic. Measuring engagement. One of the most widely debated topics in web analytics.
What is engagement and how do we measure it?
Engagement, unfortunately, is not derived from a single measure. It’s not time on site. It’s not how many pages they viewed. It’s not bounce rates and it’s not about conversions.
Engagement is about a lot of things. What is an engaged visitor and how do you measure engagement?
It’s campaign time again. Normally we behaviorally target content to users based on their application stage.
We know from previous tests that this provides more relevance to the user when they visit our site – instead of just seeing a standard campaign message each time. And relevance is proven to lift conversions.
One of the most powerful ways to enable an audience connection is through behavioural segmentation.
Many companies today segment from a business standpoint. Don’t get me wrong, this is a good strategy and aligns your measurement and optimisation strategy with your business segmentation model.
Customer / non-customer segments. Product A owners / product B owners. Mosaic-based segments. Geographic segments. Lead / Non-lead segments. These are all typically business-based segments, and you should definitely be segmenting using this methodology if your overall business does.
But I think there’s a higher level of segmentation – behavioural segmentation. Read on to see how we easily achieved this.
Here’s another really simple customisation that you can and should do as part of your basic implementation, which helps you to further understand attribution.
Attribution is probably one of the hardest and most contested measurements available…which “thing” led your customer to do something. Read on to find out more about stacking in SiteCatalyst.
Many companies struggle with an effective digital measurement strategy, often due to the lack of resources or the lack of understanding how it can provide an effective return on the investment.
And it is an investment. Generally you’ll incur people and training costs and you’ll incur licensing costs for the various platforms. These are all ongoing costs.
But you can demonstrate an ROI that will far outweigh the costs incurred, if you spend the time and effort in putting a solid strategy together. Read on to see the 6 key elements to a successful measurement strategy.