“We’re now looking at what we call a ‘brand engagement index,’ ” he said. “We’re getting away from click-throughs.”
The cumulative effect of all the interactions a customer has with a company is something that needs to be tracked and measured, the panelists said.
Panelist Kathy Leech, brand marketing director for energy company BP, said BP is already moving in that direction.
“What has changed drastically (at BP) is how we measure digital,” she said. “We’re moving away from click-throughs to how they interact and measuring that interaction.”