The system's ability to make

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simple but difficult questions: (Left) What do we know about this visitor (Right) What do you know about the content (Medium) How does this visitor engage with the content and how does the content inform the visitor  welcome content recommendations for a given visitor, and thus create a bingeable experience, depends on the answers to all three questions. The usefulness of answers to these questions also depends on the usefulness of metadata and engagement metrics. Recruitment: Improving engagement metrics


The problem with most analyzes is that they tell us what people's fingers did (clicked), not what their brains did. Analytics doesn't know if people read your content. They don't tell us whether people are Special Database  more informed or more engaged now. In fact, what people do at the destination of the click is more important than the click itself. What people do at the destination of a click is more important than the click itself, says nickedouard. Click to Tweet Marketers typically treat clicks as a digital marketing metric, and "it's not a good enough metric," says Nick. We need to think like publishers. The question must be asked, was the content consumed By whom Nick shows the following example using fictitious names (Mark Johnson and Skefington) to represent the people who clicked on a particular email.






Marketing-Engagement-Reports-Examples Both clicks look the same in marketing automation platforms. However, here you can see that Mark Johnson (top row) only spent 32 seconds on the video. He got a little information and disappeared. Skefington, on the other hand, watched the video for a minute and a half. Then he read the Forrester report for three minutes. He read about Unified CX for 5 minutes and 43 seconds. In total, he spent 10 and a half minutes across the four content assets. We know that Skeffington is now better informed. "He's in the mood to get something done. He has to be sales-ready," says Nick. Nick's model for intelligent content delivery relies on meaningful engagement metrics like this. As a marketer, you need to know how engaged people are with your content. You need to know about the Skefingtons out there. Not all clicks are the same. What can you expect in return for creating the kind of content experience Nick advocates His client's results show that the