Comments on: Sometimes “Measurement” Drives Bad Brand Decisions

By: Mike Troiano

Mike Troiano — Wed, 05 Aug 2009 22:52:23 +0000

Good point. Thanks for stopping by.

By: bsnyd

bsnyd — Wed, 05 Aug 2009 21:43:03 +0000

I like the post and the discussion, but the title is misleading… perhaps a more accurate one would be “Measuring the wrong thing can lead to the wrong decision” If Pizza Hut was measuring more than engagement then perhaps it would have lead them to a better use of developer $…

By: miketrap

miketrap — Wed, 05 Aug 2009 18:52:23 +0000

Good point. Thanks for stopping by.

By: bsnyd

bsnyd — Wed, 05 Aug 2009 17:43:03 +0000

By: kmaccauley

kmaccauley — Mon, 03 Aug 2009 18:54:59 +0000

good quick article on difference between engagement and filling a 'need'. It's the need that drives real engagement.

By: JaniceYang

JaniceYang — Wed, 29 Jul 2009 20:54:28 +0000

The Dunkin’ Donuts app is simply great!!!Though there is some contrast between Pizza hut and Dunkin’ Donuts apps,but still it solves the problem you actually have.Can't say much about Pizza hut apps but would love to read more on that!!!!thanks for sharing the information and keep up the good job!!!!

Just stumbled and submitted your site to http://Viralogy.com Hope you get some great traffic from it. Your blog is here http://www.viralogy.com/blogs/my/694
Janice

By: brilliantvideo

brilliantvideo — Wed, 29 Jul 2009 16:45:00 +0000

Engagement is BS, and wouldn't it be nice if a good restaurant came up with this app instead of Pizza yuck. I am off to dunks now anyone need anything?

By: miketrap

miketrap — Tue, 28 Jul 2009 00:07:28 +0000

You're right not to give up on it entirely. I wouldn't be so strongly dismissive of engagement if others weren't so overly obsessed with it. Truth is somewhere in between.

By: miketrap

miketrap — Mon, 27 Jul 2009 22:27:20 +0000

Most efforts to measure the value of social marketing focus on "engagement," which appears to have been a primary objective of the Pizza Hut app. I'm making an inference here, obviously, but it seems a safe one.

The focus on "engagement" in that app seems to me to have interfered with the apps ability to deliver *real* business value - incremental sales in the form of enhanced order frequency, for example, or increases in average order value, as the Dunkin Donuts app is intended to do.

My point - and I should have been more clear on this - is that engagement is a proxy for value. It is a means to an end, not an end unto itself. Focus too much on that, and you miss what really matters in your social marketing effort, which as with all marketing programs is to drive incremental revenue.

More here.

By: bcavanaugh

bcavanaugh — Mon, 27 Jul 2009 22:20:50 +0000

Both of these examples are entertainment or as I like to say “appletainment” posing as engagement, so I hate to give up on engagement entirely until I see a true example of it. Yeah, nay?