6 Essential Aspects of an Engagement Metric
Defining engagement requires the association to identify and track the link between member behavior and the association’s goals. To do this effectively, the measurement needs to be objective, durable across time, and be validated to ensure changes in the measurement are true measures of changing behavior. The measurement must also be comparable to previous behavior, allow for the comparison between individuals and sufficiently robust to measure engagement across multiple association domains.
Defining and measuring engagement measurement enables association executives to make better decisions about membership commitment, loyalty, marketing, attrition, volunteer activity and other contemplated business goals.
Engagement is a consolidating metric that identifies the link between desired member behaviors and desired association outcomes over time. Without a link between behavior and outcome, measuring engagement is just an interesting intellectual exercise.
Engagement is difficult to measure because it tracks the relationship between two moving points; the member’s relationship as defined through behaviors and the association’s business goals. Member behaviors and association goals are both dynamic over time.
6 Essential Attributes of an Engagement Metric
To develop a successful and useful engagement metric, it is necessary to determine the most important association objectives and the member behaviors that the association seeks to influence that are most closely linked to these objectives.
A good measure of engagement will have the following six characteristics.
Modern associations develop assumptions regarding what behaviors correlate most closely with desired behaviors then develop a model to test these assumptions. Using data mining techniques, you can validate your model using the historical behaviors of your members.
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