I enjoyed your article on “Why brand engagement matters”, but I found it strange to read about perceived difficulty in measuring how online activity  contributes to customer engagement.

The difficulty  in measuring online campaigns can be corrected by providing brands and advertisers the appropriate bench-mark measurement indexes.

With the amount of tools at at a marketer’s disposal, it is now easier than ever to measure an online campaign. Tools, such as web analytics, social reputation software or reports from  individual services, are readily available - albeit at a cost. We possess more accessible and accurate data to crunch when we’ve decided what metrics and method to adopt in measuring activity.

Rich media in one way technology providers are assessing new ways to measure consumer and brand engagement online. Focus group have their place but an online campaign gives you the unique opportunity to view interaction levels as the campaign unfolds real time. This enables marketers to make changes to drive brand engagement while the campaign is still ongoing.

Irfon Watkins

CEO

Coull