For Customer Intelligence Professionals

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	November 20, 2009 Case Study: The UK's Channel 4 Decodes Customer Engagement How To Measure Engagement To Drive Business Results by Julie M. Katz with Carlton A. Doty, Emily Murphy

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Executive Summary

Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK, shifted its teen programming from TV to online, it needed a concrete way to demonstrate the impact of its new approach. Traditional measures, such as reach, didn't tell a complete story, so C4 turned to iCrossing, an interactive agency, which created a framework that merged traditional and novel measurement tactics. The advantage of measuring engagement? C4 can now easily modify marketing and product development and continually learn about its audience. Additionally, its approach to measuring engagement is adaptable, which allows C4 to incorporate engagement measurement into a variety of projects.

This is an excerpt

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