Revealing the Engagement Metrics that Matter Most for Success

The way brands define customer engagement is far from standard, but that doesn’t keep agencies like Mindshare from moving ahead with clear objectives for each client. eMarketer’s Lauren Fisher spoke with Ikechi Okoronkwo, Mindshare North America's director of marketing sciences, about using a measurement framework to map customer engagement metrics back to the customer journey and real business outcomes. Okoronkwo was interviewed as part of eMarketer’s May report, "Understanding Customer Engagement: How to Map and Make Sense of the Metrics that Matter."

There are many definitions of different aspects of marketing, including engagement, so we want to understand their product life cycle, their consumer journey and their go-to market strategy. This helps us define engagement in a way that resonates with all of that.