In Douglas Adams’ “The Hitchhiker’s Guide to the Galaxy,” a computer known as Deep Thought spent seven and a half million years contemplating the great Question of Life, the Universe and Everything. Seventy-five thousand generations passed before Deep Thought revealed that the answer was “Forty two.”
Responding to the confusion and backlash of the crowd, the computer said, “I think the problem, to be quite honest with you, is that you’ve never actually known what the question is.”
The concept of “engagement” follows a similar storyline and is quickly becoming one of those words that makes you throw up a little in your mouth. Like “buzz,” “leverage,” “ROI,” and “word of mouth” before it, engagement has become the word du jour for marketers. But few are measuring it and most aren’t asking the right questions to define it.
Everyone wants to know what the magic metric or metrics are to track website engagement. But here’s the secret (and it’s not 42)…