"Engagement" has been a buzzword in the marketing technology space for many years now, typically used to describe the depth - and sometimes quality - of a consumer's digital interactions with a brand.
Engagement, however, is a relatively vague term, which makes it difficult to measure. For example, an email marketer could determine engagement by opens, while a content marketer may measure the level of engagement with metrics like pageviews, time on site or actual event-based conversions.
Since engagement is tracked differently across channels (as well as per tactic), it's up to Web pros to know what to look for and have the right analytics technology stack in place; it's the only way to identify which initiatives and efforts are successful and which are underperforming.
Fortunately, Web pros can keep up with all of the latest engagement measurement tools, tactics and techniques by regularly visiting Website Magazine's .
In the meantime, discover how much you know about providing an engaging experience to digital customers (and measuring it) by taking January's Quiz Time.
1. What type of analytics solution helps marketers track the engagement of site visitors by color coding where they click, hover and scroll?
a. Predictive Analytics
b. Color Charts
c. Heat Maps
d. Big Data
2. On average, what percentage of B2C content do consumers engage with?
a. 7 percent
b. 20 percent
c. 55 percent
d. 76 percent
3. Which is NOT an engagement metric for email?
a. Open Rate
b. Bounce Rate
c. Click-Through Rate
d. Conversion Rate
4. What percent of customers who engage with a brand on social media do not get a response?
a. 87 percent
b. 54 percent
c. 33 percent
d. 12 percent
5. Which channel should Web pros measure customer engagement in?
a. Traditional Website
b. Mobile App
c. Social
d. All the Above Answers:
1. C - Heatmaps
2. C - 55 Percent (source)
3. B - Bounce Rate
4. C - 33 Percent (source)
5. D - All the Above
