Monday, 6 August 2007

Measuring Engagement

In a new version of its Marketing Lab 2 (ML2), WebTrends is joining the race to find more meaningful data to measure engagement. This follows announcements by Nielsen//NetRatings who recently introduced a metric based on time spent while ComScore said last week that it would separate heavy from medium and light Internet users.

This new version of the ML2 product allows the parsing of visitor-level data, to assign points for certain user behaviors which then can accrue to tabulate engagement using a WebTrends Score. On and offline data can me combined to give a fuller picture over time.

Interesting. More here...

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