Definition of customer engagement

customer engagement analytics

Customer participation is a popular concept these days. Executives, marketing gurus, advertising specialists and web analysis specialists use the term with equal omission. It may be strange to see the same word used in such different conditions. This article describes the different meanings of this term according to the market space, and explores how experts in each area suggested that customer participation be quantified.

Basically, there are three main disciplines that generally use this phrase: advertising, website optimization and marketing. In all three areas, customer engagement analytics describes the customer / user experience. Therefore, neither company measures the EC in the same way, but there are several common areas in organizations. Below you will find definitions of CE in each market space, as well as common attributes used to measure it.

Involve customers in advertising

The Advertising Research Foundation (ARF) defined the interaction as “turning prospects into a brand idea reinforced by the surrounding context.” In general, advertisers use the term “participation” to describe how a potential viewer interacts with an ad. Old school advertiser saw the buying process as one-sided: advertising designers attracted the attention of consumers, stimulated their interest and desire and forced them to make purchases.

customer engagement analytics

Customer commitment in website analysis

The definition of customer participation in web analysis is slightly different. In this market space, smart people counting hk describes how the user interacts with the brand’s website. In the analysis of websites, the objective of a customer participation strategy is to increase the conversion. Conversion is the goal that Internet marketing specialists set for site visitors; Common conversions include online sales, subscription to email newsletters and free trial subscription services.