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The Complete Guide to Business Analytics (Collection) by Thomas H. Davenport

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5. The Analytics of Online Engagement

Eric T. Peterson

Engagement of customers with online resources is an important but elusive concept. Companies have struggled with the meaning and measurement of online engagement for years. However, none of the common website metrics—page views, clicks, surveys, time spent, conversions, loyalty—is an acceptable proxy for engagement.

To make engagement more understandable and actionable, my firm, Web Analytics Demystified, Inc., has developed both a definition and a framework that reduces a wide variety of website metrics to a single visitor-engagement score. Once calculated, this score can be used to segment visitors for a variety of purposes, such as digital marketing, content improvement, keyword enhancement, ...

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