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Marketers use engagement metrics to better understand what is getting the attention of their customers. It is a vital piece of feedback which tells them what work is cutting through and is feedback from customers that it is working.
Engagement metrics can be used as:
- KPIs for the team
- A scorecard for performance
- Feedback on where to optimize or improve
- Justification of budget, or rationale for more budget
- Metrics for success
- Proxies for purchase metrics where they’re not available
- Feedback on a particular strategy or tactic i.e. what is engaging customers the best
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