Sinead Thesis

Reserch: Customer Engagement

Posted on: January 22, 2011

Today I started out by understanding what I’m really looking for out of my thesis? I have decided to study brand/customer engagement using music as an engagement tool

Before i look at the music side as am engagement tool.  I need to understand what brand engagement is and what customer engagement is? or are they the same thing? for this post I’m going to focus on customer engagement.

Advertising Research Foundation (ARF) definition: “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.” 2006

“Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals.” Eric Peterson

Richard Sedley  – “Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand.”

Internet marketing: strategy, implementation and practice
By Dave Chaffey, Fiona Ellis-Chadwick, Richard Mayer, Kevin Johnston p340

Richard Sedley of cScape: “Customer engagement: Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand.”

Forrester (2007) engagement has four parts which it can be measured online and offline:

Involvement: Online website visits, time spent, pages viewed.
Interaction: contributed comments to blogs, written reviews, online comments, comments expressed in customer service.
Intimacy: Tracking on third party sites including blogs and reviews. Opinions expressed in customer service calls.
Influence: likelihood to recommend, brand affinity, content forwarded to friends

Forrester analyst Brain Haven says: “using engagement you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others. Once engagement takes hold of marketing, marketing messages will become conversations, and dollars will shift from media buying to customer understanding” Marketing’s New Key Metric: Engagement – Marketers Must Measure Involvement, Interaction, Intimacy, And Influence by Brian Haven with Josh Bernoff, Sarah Glass
Haven 2007 def: “The level of involvement, interaction, intimacy and influence an individual has with a brand over time”

I just found just what i was looking for definitions of customer engagement lay out by

I’m going to go study all these definitions and see if there is a gap Phew!!……I need a printer





Future Now


Time spent: The following two companies use a single metric, ‘time spent’, to measure ‘engagement’.



I felt it was necessary to read all of these in order to get a rough idea about how this metric works, what its components are and how they are defined.


Jim Novo

Definition of CE from within a web analytics perspective

You can download Jim’s series of posts on the subject in MS Word (656KB) format here.

Eric Peterson

Definition of CE from within a web analytics perspective

Jeremiah Owyang

Definition of CE from within a web analytics perspective

See all of Jeremiah’s posts on the subject of customer engagement and social media measurement in the appendix at the bottom of this page.

Ron Shevlin

Ron provides with a general definition of CE that can be applied to online and offline marketing. He approaches CE from a customer behaviour perspective i.e. what it means for an individual customer to be engaged.

  • Engagement Myopia – 2 January 2007
    Ron gives his definition of CE and argues against ARF’s overly general definition.
  • Denigrating Customer Engagement – 15 July 2007
    Ron argues against a narrow definition of CE as ‘time spent viewing an ad’.

Steve Jackson

  • Measuring Online Engagement Re-visited and introducing the REAN model
    Very interesting post examining the REAN model of engagement. REAN is a novel approach to customer engagement, in that it that it is explicitly designed to help with the planning of measurement frameworks around the lifecycle of customer interaction from acquisition to retention. In the comments, Steve discusses the relationship of REAN to Eric Peterson’s synthetic metric (and therefore to synthetic metrics of engagement in general.)

Theo Papadakis


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Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding

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