MRM is working on what Mayar calls “a big project†to improve on the “engagement score,†where marketers essentially assign points to engagement. The best way to do this,
says Mayar, is tee up an analytics model that assigns different values to different engagements and interactions -- and then linking those engagements to specific outcomes. It’s about
“connecting metrics to value creation,†Mayar says. We're not claiming a scoop, but this is the first time MediaPost Raw has heard about the effort.
