Online retailers can take several steps to measure the engagement level of site visitors before, during and after their first visit to a site, says a new report from analytics consulting firm Web Analytics Demystified.
Paul Demery , Chief Technology Editor
By analyzing phrases entered into Internet search engines that lead visitors to a web site, and comparing those phrases to branded keywords, e-retailers can calculate a brand index for determining how much visitors were engaged with a brand before arriving on a site, according to new report from analytics consulting firm Web Analytics Demystified Inc.
The brand index is one of seven indices used as a group for measuring online visitor engagement, according to the report, "Measuring the Immeasurable: Visitor Engagement," which was written by Web Analytics Demystifed founder Eric Peterson and Joseph Carrabis, founder of analytics consultants NextStage Group.
Producing a comprehensive look at web site visitor engagement also involves gathering information through indices that measure multiple ways in which consumers interact with a web site and its brand, the report notes.
The other indices are: