Engagement metrics don’t tell the whole story.
A lot of B2B and B2C marketers – more than 75% – use engagement with email and websites to evaluate content’s impact. About three in four assess social analytics and their engagement metrics.
While engagement numbers work well as a measurement of interactivity, they don’t work as well to understand the person’s sentiment. That requires a qualitative assessment, and, more importantly, it often requires a qualitative response in real-time.Continue Reading