Engagement Score: the one metric you need (if you care about brand)

[Jahangir147]

Lately we’ve become a bit excited in the digital balance office about the Engagement Score metric. In the past we’ve written about the what and the how of engagement and tackled the question of who engaged visitors are. But we’ve found that it’s the one metric us digital balance-ers keep revisiting and getting more and more excited about.

Each organisation’s version of engagement will be unique.

If you’re unfamiliar with the metric check out this definition from respected thought and practice leader, Eric Peterson.

Engagement Score – a measure of how much your audience loves you (or not).
We’ve been implementing Engagement Score for clients since 2010, but as the digital landscape evolves, we’re realising just how incredibly relevant it is today. With Google making massive changes like Hummingbird and hiding keywords our digital presence must now, more than ever, be built on incredible content that resonates spectacularly with our audiences.

But our metrics are being left behind. Traditional top line portugal email list 2 million contact leads success metrics such as how many people come to your website are fast becoming antiquated. Even traditional engagement metrics like how long someone spends on your site give a pretty shallow view of how ‘successful’ your website is – especially considering how much effort you put into it.

Defining success: quality vs. quantity.
Unless you have a really clear conversion goal on your website, it’s difficult to know what success looks like. Traditional metrics like visitation put a lot of focus to quantity and not a lot around quality of visitation.
Emphasis on the number of people that visit, rather than the experience had once they get there, encourages generating the wrong type of traffic. You need a much more mature, relevant goal to measure and optimise yourself on.

Engagement Score measures engagement based on the type of content your audience is looking at – which, needless to say, completely changes the way you look at your data.