Measuring Engagement: What Does It Mean?
Lots of people in digital marketing are promoting the concept of tracking engagement -- instead of giving credit to the last ad clicked on a Web site. But what exactly does "engagement" mean? That question was posed to a panel at the American Association of Advertising Agencies ' digital conference today in New York City. And, if David Smith, chief executive of MediaSmith, had his way, he'd head back to the drawing board -- or Webster's. Keep in mind, it's been three years since Advertising Research Foundation first promoted the concept of measuring "engagement." And Microsoft backs it in a big way, calling its approach, " engagement mapping ." Trouble is, Smith said: "Engagement is more of a concept
Lots of people in digital marketing are promoting the concept of tracking engagement — instead of giving credit to the last ad clicked on a Web site.
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