In this presentation, Professors Eric Bradlow and Peter Fader from Wharton Customer Analytics Initiative, discuss ways to measure user engagement. Prof. Fader starts by stating that the old Reach and Frequency theory still apply to online measurement: it is all about the trade-off of reaching many people a few times or reaching a few people many times. Prof. Bradlow talks about the multiple metrics that should exist, one for each company, or rather one for each purpose in a company.
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Online Behavior
Online Behavior provides marketing techniques, tactics, and strategies to help website managers and analysts to be successful. It is a source of knowledge for website owners and analysts looking to understand how their online customers behave. Learn more about us .
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