Is liberal democracy the best government system Critically assess Essay

Chloride Concentration in South Florida Canal Essay

Chloride Concentration in South Florida Canal - Essay Example The Florida channels are situated in South Florida is possesses a moderately low-lying profoundly carbonate region regarding the land measurement. The region gets a relative help precipitation design and the precipitation appropriation is 10mm more than 100 Km run. South Florida lies chiefly on bedrock whose creation was for the most part carbonated material, which was framed more than one twenty years back. The South Florida channels are for the most part wetlands shaping a basic segment of the biological system. The expanding levels of chlorine and different synthetic substances in the trench is a significant worry for the legislature and scientists all in all (Gleason 165). Agrarian, family unit and modern exercises contribute a great deal to the expanding levels of synthetic concoctions in the channel in the course of the last one hundred years. The nature of water bodies in the Florida channel is disintegrating a direct result of a few factors such humanities exercises, wetlands eutrophication and methylmercury contamination in the waterway. Eutrophication is predominantly brought about by significant levels of phosphoric materials from the ventures. Marine life in the channel is disintegrating because of methylmercury contamination from mechanical exercises (F. McPherson 59). In addition, the rate at which the wetlands dry is expanding as because of anthropogenic exercises in the Florida channels. This influences the viability at which water streams into the channel that is a major hit to the biological system balance. This exploration, be that as it may, centers around deciding the levels or convergence of chloride in the Florida waterways.

What You Should Know About Sexual Anorexia

What You Should Know About Sexual Anorexia Addiction Addictive Behaviors Sex Print Sexual Anorexia Symptoms, Risk Factors, and Treatment By Elizabeth Hartney, BSc., MSc., MA, PhD Elizabeth Hartney, BSc, MSc, MA, PhD is a psychologist, professor, and Director of the Centre for Health Leadership and Research at Royal Roads University, Canada. Learn about our editorial policy Elizabeth Hartney, BSc., MSc., MA, PhD Medically reviewed by Medically reviewed by Steven Gans, MD on August 05, 2016 Steven Gans, MD is board-certified in psychiatry and is an active supervisor, teacher, and mentor at Massachusetts General Hospital. Learn about our Medical Review Board Steven Gans, MD Updated on January 29, 2020 PhotoAlto / Frederic Cirou Brand X Pictures / Getty Images More in Addiction Addictive Behaviors Sex Caffeine Internet Shopping Alcohol Use Drug Use Nicotine Use Coping and Recovery Sexual anorexia, a term made popular by sex addiction expert Dr. Patrick Carnes, is the compulsive avoidance of sex and sex-related matters. In his book, Sexual Anorexia: Overcoming Sexual Self-Hatred, Carnes presents sexual anorexia as a form of sex addiction.  The word anorexia means without appetite (anorexia being derived from the Greek word, orexis), so sexual anorexia refers to a lack of sexual appetite. What makes it a form of addiction is the compulsive avoidance of sex that sexual anorexics build their lives around. This can include behaviors related to sex, self-image and intimacy:?? Persistent fear of intimacy, sexual contact, sexual pleasure, sexually transmitted diseases, etc.Preoccupation, to the point of obsession, with sexual matters, including the sexuality, sexual intentions and sexual behaviors of others, and their own sexual adequacyNegative, rigid, or judgmental attitudes about sex, body appearance and sexual activityShame and self-loathing over sexual experiencesSelf-destructive behavior in order to avoid, limit or stop sex Whos at Risk Sexual anorexia can affect men and women alike. According to Carnes, victims of past sexual abuse or sexual rejection are most often affected and are often unaware of the reason for their difficulties with sex. Individuals with sexual anorexia may also  have concurrent problems with other addictions, such as food addiction, substance addictions, and other obsessive or anxiety-driven problems.?? People who strongly identify with cultural, social or religious groups that involve sexual oppression, repression or other negative approaches to sexuality may also be particularly vulnerable to developing the obsessive avoidance of sex that characterizes sexual anorexia. What Causes a Fear of Sex? Do Sexual Anorexics Ever Have Sex? Despite their aversion to sex, sexual anorexics may be engaged in sexual relationships, including marriage, although the quality of the relationship is likely to be impaired by the sex avoidance of one or both partners. Ironically, a sexual anorexic may even form a relationship with an acting out sex addict, as one partner loses control over their sexuality while the other has excessive control. In a situation like this, one partner may be promiscuous, while the other abstains from sex. Getting Help Sexual anorexia is not an official diagnosis in the American Psychiatric Association (APA)’s  Diagnostic and Statistical Manual of Mental Disorders (DSM-5),  but problems of avoidance of sex are well-recognized by sex therapists,  couples counselors, and psychologists. If you or your partner are having difficulties with your feelings about sex or sexual expression, you may be able to get a referral to a sex therapist from your doctor. You can also contact your local psychological association or the American Psychological Association website for help finding a psychologist. The Society for the Advancement of Sexual Health (SASH) can also help you find a therapist with expertise in sex addiction and sexual anorexia. Signs and Symptoms of Sex Addiction

How to Manage and Maintain Paulownia tomentosa

An Introduction to Royal Paulownia: Royal Paulownia is a native of China where it is revered as a tree and loved for both its legends and its usability. The trees form is a bit ragged but can provide an enjoyable and dramatic, coarse-textured appearance with huge heart-shaped leaves and large clusters of lavender flowers in the spring. Paulownia flowers are usually set before leaf emergence so they really stand out against a neutral or evergreen background. With its very rapid growth rate, the princess-tree can reach 50 feet in height with an equal spread in an open landscape. Royal Paulownia Specifics: Scientific name: Paulownia tomentosaPronunciation: pah-LOE-nee-uh toe-men-TOE-suhCommon name(s): Princess-Tree, Empress-Tree, PaulowniaFamily: ScrophulariaceaeUSDA hardiness zones: 5B through 9Origin: not native to North AmericaUses: reclamation plant; tree has been successfully grown in urban areas where air pollution, poor drainage, compacted soil, and/or drought are commonAvailability: grown in small quantities by a small number of nurseries Invasive Exotic Status: Royal paulownia is a prolific seeder but not welcomed by many forest owners. Woody seed capsules form in autumn containing up to two-thousand seeds and can cover a large area using wind power. The seeds persist through the winter and have a high germination percentage. Seeds germinate readily in the landscape and because of this ability to take over a site, paulownia has been given invasive exotic tree status and planters are cautioned about its reproductive potential. Royal Paulownia Description: Height: 40 to 50 feetSpread: 40 to 50 feetCrown uniformity: irregular outline or silhouetteCrown shape: round; vase shapeCrown density: moderateGrowth rate: fastTexture: coarse Trunk and Branch Structure: Royal paulownias bark is thin and easily damaged from mechanical impact so be careful using equipment around the tree. Paulownia has a characteristic droop as the tree grows and will require pruning for vehicular or pedestrian clearance beneath its canopy. The tree is not particularly showy and to improve its appearance, should be grown with a single leader. There is a major pruning requirement: the tree needs regular pruning to develop a strong structure. Paulownia Foliage: Leaf arrangement: opposite/suboppositeLeaf type: simpleLeaf margin: entireLeaf shape: cordate; ovateLeaf venation: pinnate; palmateLeaf type and persistence: deciduousLeaf blade length: 8 to 12 inches; 4 to 8 inchesLeaf color: greenFall color: no fall color changeFall characteristic: not showy Pruning a Royal Paulownia: The Princess-Tree expresses rapid growth and can reach 8 feet in two years from seed. This causes frequent winter kill to tender growth. You will not find this to be a problem if you prune down to where an axillary bud can take over as the single leader. It is important to build a single leader as long as possible and there should be a clear stem to the first main branch at 6 feet or higher. This pruning process is especially important if you are wanting to utilize the tree for its wood. Royal Paulownia In Depth: Paulownia thrives best in deep, moist but well-drained soil that is sheltered from the wind. The tree has become naturalized in many parts of the southern United States so you can see them most anywhere in lower North American latitudes. Fuzzy, brown flower buds form in early autumn, persist over the winter and bloom in early spring. These buds may freeze in very cold weather and drop off. Woody seed capsules form in autumn containing up to two-thousand seeds. They can easily hibernate through the winter and germinate readily in the landscape or wherever they are carried. Leaves rapidly drop within one week following the first frost in autumn. Storm damage can be a problem as the tree is susceptible to breakage either at the crotch due to poor collar formation or the wood itself is weak and tends to break. It has no known insect enemies. There have been occasional reports of problems with mildew, leaf- spot and twig canker.

Essay on Retailing and Large Online Retailers - 751 Words

Problem set 3 Crystal Yu 1. Do problem 4.8 and 4.9 page 149 (2 points) You need to show your work to get credit. 4.8 Does it take more time to be removed from an email list than it used to take? A study of 100 large online retailers revealed the following: Need Three Or More Clicks to Be Removed Year Yes No Total 2009 39 61 100 2008 7 93 100 46 154 200 a. Give an example of a simple event Need less than 3 more clicks to be removed. b. Give an example of a joint event Need three or more clicks to be removed in 2008 (2 events : needs 3 or more clicks and happened in 2008) c. What is the complement of Needs three or more clicks to†¦show more content†¦There were 46 retailers surveyed in two years that need three or more clicks to be removed, 39 of them happened in 2009 -- So P = 39/46 = 84.78% b. Given that the year 2009 is involved, what is the probability that three or more clicks are needed to be removed from an email list? Of 100 retailers surveyed in 2009, 39 need there or more clicks to be removed --- So P = 39/100 = 39% c. Explain the difference in the results in (a) and (b). Results in (a) and (b) are different because the conditions are different. Condition of (a) means for those retailers that â€Å"needed three or more clicks to be removed† how many were surveyed in 2009. While condition of (b) means the opposite way, for those surveyed in 2009, how many retailers need 3 or more clicks. d. Are needing three or more clicks to be removed from an email list and the year independent? They are not independent. Refer to Equation 4.5 in textbook, p.154 shows that two events A and B are independent if and only if P(A│B) = P(A) Calculate the probabilities of the events : P(need three or more clicks to be removed) = 46/200 = 23% P(need three or more clicks to be removed given condition that occurred in 2009) = 39% Chapter 6 Individual work Using a Normal Distribution to find probabilities: You may use the tables in your text or PhStat – Probability Distributions – Normal. Regardless of which method you use, either draw a sketch andShow MoreRelatedTesco.Com as an Online Distribution Channel1451 Words   |  6 PagesPLC is an international grocery and general merchandise retailer based in Cheshunt, United Kingdom. Tesco is the worlds third biggest retailer after Wal-Mart and Carrefour (1), and the largest in the U.K. with a market share of over 30%, about twice the market share of its two closest competitors combined. 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Calculating Ankle Joint Angular Kinematics Health And Social Care Essay Free Essays

Kinematic information was obtained at 350Hz via an eight camera gesture analysis system as participants ran at 4.0ms-1+5 % , angles were created utilizing the coiling method and about XYZ, ZXY, XZY, YXZ, YZX and YXZ rotary motion cardan sequences. The consequences indicate that important scope of gesture chief effects were observed for the coronal and cross plane. We will write a custom essay sample on Calculating Ankle Joint Angular Kinematics Health And Social Care Essay or any similar topic only for you Order Now Furthermore, it was besides observed that extremum angle chief effects were found for the coronal and cross planes. Post-hoc analyses revealed that ROM and extremum values utilizing the YXZ sequence and extremum values utilizing the ZXY sequence were significantly greater than the others. A popular method of quantifying the angular place of a stiff dynamic frame with regard to a mention frame is via the use of independent angles known normally as cardan or Euler angles ( Schace et al. , 2001 ) . Cardan/Euler rotary motions are obtained by agencies of an order sequence of rotary motions ( Schace et al. , 2001 ) . Rotations are considered to happen about the axis of the section co-ordniate system. For illustration during an XYZ cardan sequence of rotary motions, the section is rotated about the X axes by an angle A, so rotates about a revolved Y ‘ by an angle B and so eventually rotated about a twice rotated Z † axes by an angle C ( Scahce et al. , 2001 ) . For a given gesture, different cardan sequences can act upon the angular computations ( Cole et al. , 1993 ) . The International Society of Biomechanics ( ISB ) recommends that joint angles be calculated utilizing an XYZ sequence of rotary motions ( Wu and Cavanagh 1995 ) . However, the big sum of sagittal plane gesture during pace can encroach on the representation of motions outside the sagittal plane ( transverse talk ) , ensuing in greater than expected coronal/transverse plane articulation profiles ( Thewlis et al. , 2008 ) . As such it has been proposed that the XYZ sequence when applied to rotary motions outside the sagittal plane may non be the most appropriate method. A choice figure of probes have examined the influence that changing the sequence of rotary motions has on the representation of segmental kinematics ( Schace et al. , 2001, Kavaduna et al. , 2000, Tupling and Pierrynowski 1987 and Thewlis et al. , 2008 ) . However none of these probes have focused on the consequence that changing the sequence may hold on ankle joint kinematics. In add-on to the normally used method of Cardan angles, coiling angles ( Woltring et al. , 1985 ) can besides be used to depict joint gesture when projected on to a plane. The coiling method from a mention place is described in footings of rotary motion about and interlingual rendition along a individual line or axis in infinite ( Robertson et al. , 2004 ) . The ankle articulation plays a cardinal function in the stance stage pace rhythm. In combination with the hip and articulatio genus articulations the mortise joint facilitates motive power and transmits forces and minutes during the stance stage when the pes is regarded as the interface of the human locomotor system with the environment. Therefore, motion of the mortise joint is an of import constituent of pace mechanics and as such the right reading of its motion is indispensable in kinematic analyses. This survey investigated the influence of the coiling method every bit good as the 6 available cardan sequences on ankle joint kinematics in the sagittal, coronal and cross planes. Method Participants Eleven male participants volunteered to take portion in this probe ( age 19 + 1 old ages ; Height 176.5 + 5.2 centimeter ; Mass 78.4 + 9.0 kilogram ) . All were injury free at the clip of informations aggregation and completed an informed consent signifier. Ethical blessing for this undertaking was obtained from the School of Psychology moralss commission, University of Central Lancashire and each participant provided verbal consent. A statistical power analysis of pilot informations was conducted in order to cut down the likeliness of a type II mistake and find the minimal figure participants needed for this probe. It was found that the sample size was sufficient to supply more than 70 % statistical power in the experimental step. Procedure An eight camera gesture analysis system ( Qualisys Medical AB, Goteburg, Sweden ) captured kinematic informations at 350Hz from each participant running at 4.0ms-1. Velocity was controlled utilizing infrared photoelectric cells Newtest 300 ( Newtest, Oy Koulukatu 31 B 11 90100 Oulu Finland ) , a maximal divergence of + 5 % from the in agreement speed was allowed. Participants ran over a force platform ( Kistler, Kistler Instruments Ltd. , Alton, Hampshire, UK ; Model 9281CA ) , stance clip was determined as the clip over which 20N or greater of perpendicular force was applied to the force platform. The marker set used for the survey was based on the CAST technique ( Cappozo et al. , ( 1995 ) . Retro-reflective markers were attached to the 1st and 5th metatarsal caputs, median and sidelong maleoli, median and sidelong epicondyle of the thighbone, with a tracking bunch positioned on the right shank. A inactive test was captured to specify the pes and tibial sections. Kinematic parametric quantities were quantified utilizing Ocular 3-D ( C-Motion Inc, Gaithersburg, USA ) and filtered utilizing at 6 Hz utilizing a zero-lag low base on balls Butterworth 4th order filter following insertion with a maximal spread fill of 10 frames. Five tests of ankle joint rotary motion during stance were averaged for each participant. Angles were created about an XYZ, ZXY, XZY, YXZ, YZX and YXZ rotary motion cardan sequence referenced to organize systems about the proximal terminal of the section, where Ten is flexion-extension ; Y is ab-adduction and is Z is internal-external rotary motion. Statistical Analysis Descriptive statistics including agencies and standard divergences were calculated for each status. Differences in stance stage kinematic variables were examined utilizing perennial steps ANOVA ‘s with significance accepted at the P A ; lt ; 0.05 degree. The Mauchly ‘s sphericalness premise was violated in all instances and as such the grades of freedom of the F statistic were adjusted via the Greenhouse Geisser rectification. The Shapiro-wilk statistic for each status confirmed that the informations were usually distributed. Appropriate post-hoc analyses were conducted utilizing a Bonferroni rectification to command for type I error. Effect sizes were calculated utilizing an Eta2. Cohen ‘s suggestion sing effects sizes was observed ( little R A ; lt ; 0.3 ; medium R A ; gt ; 0.3 and A ; lt ; 0.5 ; big A ; gt ; 0.5. All statistical processs were conducted utilizing SPSS 17.0. Consequence Tables 1 and 2 present scopes of gesture and peak angles observed in all three planes of rotary motion as a map of cardan sequence. Table1: Mean ( and standard divergence ) scope of gesture ( deg ) for each rotary motion as a map of cardan sequence ( * = important chief consequence ) n=11. Ten Yttrium Omega XYZ 27.94 + 10.34 5.62 + 3.86 4.67 + 3,21 XZY 26.75 + 11.35 5.29 + 5.13 5.88 + 4.52 YXZ 25.67 + 11.45 17.04 + 11.95 15.22 + 10.45 YZX 26.51 + 11.37 6.86 + 5.83 4.08 + 2.04 ZXY 26.38 + 10.12 15.96 + 27.51 28.78 + 11.73 ZYX 24.52 + 12.17 6.16 + 6.47 4.09 + 2.17 Coiling 25.45+8.64 5.26 + 6233 5.08 + 2.72 Main Effect * * Table 2: Mean ( and standard divergence extremum values ) ( deg ) for each rotary motion as a map of cardan sequence ( * = important chief consequence ) n=11. Ten Yttrium Omega XYZ -87.65 + 3.83 -11.04 + 5.48 -2.14 + 4.53 XZY -87.70 + 3.57 -11.15 + 5.46 0.21 + 4.78 YXZ -84.07 + 5.05 -68.25 + 24.29 -71.01 + 20.91 YZX -87.64 + 3.68 1.00 + 4.97 -11.71 + 4.80 ZXY -87.7 + 3.66 1.07 + 20.47 -1.42 + 13.41 ZYX -84.6 + 3.75 -3.18 + 4.88 -11.78 + 4.81 Coiling -87.75 + 2.40 -7.40 + 7.68 -11.91 + 3.27 Main Effect * * The consequences indicate that important scope of gesture chief effects were observed for the coronal F ( 1.85, 16.66 ) = 10.04, P A ; lt ; 0.05, eta2= 0.53 and cross plane F ( 2.04, 18.39 ) =21.91, P A ; lt ; 0.05, eta2=0.71. Post-hoc analyses revealed that both coronal and cross plane ROM utilizing the YXZ and ZXY sequences was significantly greater than the others. Furthermore, it was besides observed that extremum angle chief effects were found for the coronal F ( 2.28, 20.48 ) = 82.99, P A ; lt ; 0.05, eta2=0.90 and transverse planes F ( 2.08, 18.72 ) = 80.49, P A ; lt ; 0.05, eta2= 0.90. Post-hoc analyses revealed that peak coronal and cross plane angles utilizing the YXZ sequence were significantly greater than the others. Figure 1: Ankle joint kinematics in the sagittal, coronal and cross planes as a map of cardan sequence ( XYZ= black, XZY= red, YXZ=yellow, YZX=blue, ZXY= cyan, ZYX=green and Helical =purple. Discussion Euler/Cardan angles are used extensively within the Fieldss of clinical and sport biomechanics. However, the consequence of changing the sequence of rotary motions has yet to be investigated with regard to the ankle articulation composite. The consequences indicate that changing the sequence of rotary motions when detecting kinematics in the sagittal plane has no important affect on joint scope of gesture parametric quantities. This is unsurprising given the laterality of sagittal plane gesture at the mortise joint during pace. Leading to the decision that choosing the appropriate sequence of rotary motions is non an issue when look intoing kinematics in the sagittal plane. However, for the coronal and cross planes a important consequence was found in footings of both the scope of gesture and peak angle observed during the stance stage. The consequences of this survey with regard to the mortise joint articulation found that the ZXY and YXZ sequences significantly affected ankle joint kinematics bring forthing highly big values for both scope of gesture and peak angles. The mistake associated with these sequences is such that the kinematic estimations are anatomically unrealistic. It is interesting to observe that the two combinations which were observed to be significantly different from the others ( YXZ and ZXY ) each had X 2nd in the order of rotary motions. This was the instance even when the principal axis under probe is placed foremost ( i.e. ZXY when detecting transverse plane rotary motion and YXZ when detecting coronal plane rotary motion ) , where one would presume that the comparative orientation could non be affected by the grade of sagittal plane gesture holding been placed after it in the sequence. It appears based on these consequences that the ISB recommendations are appropriate for the representation of ankle joint kinematics and as such its usage is encouraged, as it will let comparing of future research trying to quantify ankle joint gesture performed by different research workers. In add-on the consequences suggest that the YXZ and ZXY sequences produce the greatest mistake and therefore the use of these sequences to quantify ankle gesture outside the sagittal plane is strongly discouraged. This survey emphasizes the demand for methods leting joint kinematics to be measured accurately. Therefore, guaranting joint map is represented right. How to cite Calculating Ankle Joint Angular Kinematics Health And Social Care Essay, Essay examples

marketing key metric engagement Essay Example

marketing key metric engagement Essay marketing key metric engagement BY pejaol August 8, 2007 Marketings New Key Metric: Engagement by Brian Haven for Marketing Leadership Professionals Making Leaders Successful Every Day For Marketing Leadership Professionals Marketings New Key Metric: Engagement Marketers Must Measure Involvement, Interaction, Intimacy, And Influence by Brian Haven with Josh Bernoff and Sarah Glass EXECUT I VES U M MA RY The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, hat includes four components: involvement, interaction, intimacy, and influence. Each of these is built from data collected from online and offline data sources. Using engagement, you get a more holistic appreciation of your customers actions, recognizing that value comes not Just from transactions but also from actions people take to influence others. Once engagement takes hold of marketing, marketing messages will become conversations, and dollars will shift from media buying to customer understanding. TABLE O F CO N TENTS NOTES 2 Does The Marketing Funnel Need An Upgrade? Forrester interviewed 20 vendor and user ompanies, including: Avenue A I Razorfish, Bazaarvoice, Biz360, Brandlntel, BzzAgent, TNS Media Intelligence/Cymfony, Digitas, The Builders, MotiveQuest, Nike, Organic, Procter Gamble, Publicis Hal Riney, Reed Business, UGENmedia, Umbria, and Visible Technologies. Engagement: A New Perspective On Marketing The Elements Of Engagement Making Sense Of Engagement Putting It All Together 12 Engagement Enhances Customer Insight WHAT IT MEANS 13 Engagement Redirects The Marketing Trajectory Related Research Documents The Enterprise Marketing Software Landscape May 7, 2007 The Forrester Wave: Brand Monitoring, Q3 2006 september 13, 2006 Five Tips For Web Analytics Success June 2, 2006 2007, Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, and Total Economic Impact are trademarks of Forrester Research, Inc. We will write a custom essay sample on marketing key metric engagement specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on marketing key metric engagement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on marketing key metric engagement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer All other trademarks are the property of their respective companies. Forrester clients may make one attributed copy or slide of each fgure contained herein. Additional reproduction is strictly prohibited. For additional reproduction rights and usage information, go to www. forrester. com. Information is based on best available resources. Opinions reflect Judgment at the time and are subject to change. To purchase reprints of this document, please email [emailprotected] com. 2 Marketings New Key Metric: Engagement DOES THE MARKETING FUNNEL NEED AN UPGRADE? Traditionally, marketers modeled consumers decisions as they progressed from awareness through consideration, preference, action, and loyalty † through what is called the marketing funnel (see Figure 1-1). The marketers Job was to move people from the large end down to the small end. But now its time for a rethink, as the funnel has outlived its usefulness as a metaphor. Face it: Marketers no longer dictate funnel because: Complexity reigns in the middle of the funnel. Awareness is still important; you need to know that a product or service exists in order to buy it. And the marketers endpoint is still a transaction. But, in between, other factors such as recommendations from friends or family, product reviews, and competitive alternatives described by peers influence individuals. The funnels consideration, preference, and action stages ignore these forces that marketers dont control. Rather than a clean linear path, the real process looks more like a complex network of detours, back alleys, alternate entry and exit points, external influences, and alternative resources (see Figure 1-2). ? The most valuable customer isnt necessarily someone who buys a lot. In this socially charged era in which peers influence each other as much as companies do, good customers cant be identified solely by their purchases. l Companies also need to track individuals who influence others to buy. For example, a customer who buys very little from you but always rates and reviews what she buys can be Just as valuable as someone who buys a lot † her reviews might i nfluence 100 other people to buy your product. Tracking only transactions and loyalty at the end of the funnel misses this significant element of influence. Traditional media channels are weakening. Marketers continue to use mainstream media messages to move consumers into a consideration frame of mind. But passive consumption of media is waning. Individuals dismiss or ignore marketing messages in lieu of information available from an ever-increasing number of resources, such as product review sites, message boards, and online video. 2 Consumers force brand transparency. Marketing and public relations teams used to have the influence to spin a message in their favor when something went wrong. But in these days of snoring cable technicians caught sleeping on a customers couch, captured n video, and posted on YouTube or blogs blasting CompUSA for selling an empty box instead of a camera, spin is out of control. 3 Online social tools, coupled with increasing social behavior online, make it easy for the truth to come out. When companies try to spin the message now, they get caught in the act, only making the problem worse. 007, Forrester Research, Inc. Reproduction Prohibited Figure 1 The Traditional Marketing Funnel Fails To Model Complex Buying Paths 1-1 The traditional marketing funnel Eyeballs Awareness Consideration Preference Action Loyalty Buyers 1-2 Complexity lies at the center of the marketing funnel peer eviews Competitive alternatives Contributors Recommendations from friends 42124 User-generated content Source: Forrester Research, Inc. 4 Ma rketing complexity means that traditional metrics fail to capture the whole story. Online metrics like unique visitors to a Web site, number of pages viewed, and time spent per page mimic offline media metrics of reach and frequency. But these measurements dont indicate the engagement of an individual; they fail to capture the sentiment, opinion, and affinity a person has toward a brand as manifested in ratings, reviews, comments in blogs or discussion forums, or likelihood to recommend oa friend. ENGAGEMENT: A NEW PERSPECTIVE ON MARKETING If the funnel no longer accurately reflects what marketers can influence, why do they still cling to it? Because they can measure it, which is reassuring, even if it no longer accurately reflects the real buying process. And, of course, there are no useful alternatives. We believe that marketers need a new approach to understanding customers and prospects. This new type of measurement † engagement † encompasses the quantitative metrics of site visits and transactions, the qualitative metrics of brand awareness and loyalty, and the fuzzy areas in the middle best haracterized by social media. Our definition of engagement includes four components (see Figure 2):4 Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time. Figure 2 The Four Components Of Engagement INVOLVEMENT INTERACTION INTIMACY INFLUENCE What To Track Site visits Time spent Pages viewed Search keywords Navigation paths Site logins Contributed comments Quantity/frequency of written reviews, blog comments, forum discussions, and UGC Sentiment tracking on third-party sites (blogs, reviews, forums, etc. Sentiment tracking of internal customer contributions Opinions expressed in customer service calls Net Promoter (NP) score Product/service satisfaction ratings Brand affinity Content forwarded to friends Posts on high-profile blogs ecommerce platforms Social media platforms Brand monitoring Customer service calls Surveys How To Track Web analytics Engagement goes beyond reach and frequency to measure peoples real feelings about b rands. It starts with their own brand relationship and continues as they extend that relationship to other customers. As a customers participation with a brand deepens from site use and purchases (involvement and interaction) to affinity and championing (intimacy and influence), measuring and acting on engagement becomes more critical to understanding customers intentions. The four parts of engagement build on each other to make a holistic picture. Involvement. This component is the most basic measurement of engagement and reflects the measurable aspects of an individuals relationship with a company or brand. It includes actions like visits to a site or a physical store, time spent per page, and ages viewed. While this alone isnt sufficient, measuring these activities is critical because they are often the first point of interaction an individual has with a brand and are the foundation for making the connections to other metrics. 5 For example, Reed Business tracks visitors to its Web sites, the time they spend, the articles they read by category or channel, and pages they view per week (and across other time periods). This helps Reed Business distinguish between first-time and repeat visitors, and informs the company of the depth, frequency, and level of interactions of their isits, helping it determine its content agenda. You can use Web analytics services like Omniture, Web Trends, or Visual Sciences to measure these activities. 6 Interaction. This component provides the depth that involvement alone lacks by measuring events in which individuals contribute content about a brand, request additional information, provide contact information, or purchase a product or service. Where involvement measures touches, interaction measures actions. These include click- throughs, completed transactions, blog comments, social network connections, and uploaded photos and videos. Social media contributions increasingly play a role in calculating the value of a customer and are vital to tracking emerging behaviors. For example, PETCO tracks when customers browse and sort by top-rated items and then buy a product, allowing the company to identify the effect usergenerated content (UGC) has on purchases. You can use ecommerce platforms to provide transaction data, while social media platforms like Bazaarvoice and UGENmedia track actions like ratings and reviews, photos or videos uploaded, or connections made in social networks. entiment an individual holds for a brand. This includes her opinion, perspective, or passion for the brand as represented by the words she uses and the content she creates. Intimacy is the critical new component that sheds light on customers feelings about your brand (positive or negative), and, with new services, it can be tracked almost in real time, providing ample opportunity to correct a problem or seize an opportunity before it wanes . For example, Del Montes pet food division used Umbrias brand monitoring services to track online conversations about how owners perceive their pets, yielding fascinating differences † for example, Gen Yers think of them as 5 6 ccessories, Gen Xers think of them as family and worry about how to fit them into their busy schedule, and Boomers consider them people too. Brand monitoring firms like TNS Media Intelligence/Cymfony, MotiveQuest, Biz360, Umbria, and Brandlntel measure sentiment in online venues, including social networks, discussion forums, blogs, and video-sharing sites. Influence. This component looks beyond even sentiment to determine an individuals likelihood to encourage a fellow customer to consider or buy a brand, product, or service. Qualitatively, it includes brand awareness, loyalty, and the possibility of purchasing again. It also includes quantitative metrics like the Net Promoter (NP) score, measuring a persons likelihood to make a recommendation to a frien d. 8 Understanding your customers intention to return, repurchase, or recommend is critical to building a forward-looking profile of your customer. For example, Brandlntel tracked sentiment about the film Snakes On A Plane and TV series Heroes. Eighty percent of the conversation about Snakes On A Plane focused on the hype of the film and Samuel L. Jackson the actor, not his character, while Heroes conversations were all about the characters and the premise of the show. This is why Heroes is a hit and Snakes was a flop; Brandlntels studies show that people arent really engaged unless theyre talking about plot and characters rather than hype and actors. You can measure influence through opt-in surveys, mailed questionnaires, or customer service calls and phone surveys. With a new set of components † involvement, interaction, intimacy, and influence † companies can integrate data from many sources to build the engagement profile, an aggregate description of the types and levels of engagement your customers exhibit. But with all this new data, what metrics matter, and how can you combine them? To understand how engagement affects customer value, consider these three customer scenarios that reflect different customers and how they approach one brand, an online retailer: Charlie: passive participant. Charlies Just not that into you. You see him on your site as an occasional visitor who does not recommend the brand and reads the company blog about gadgets but does not comment. Still, his behaviors on the site liken him to people who tend to have a favorable sentiment about the products theyre researching (see Figure 3). Since Charlie isnt a registered user, youll need to track his ctions on the site (pages viewed, time spent, etc. ) and measure the sentiment of the occasional anonymous content he contributes (comments, discussions, etc. ) as well as the sentiment on the sites and pages that refer him, tracked through browser cookies. In your analysis of engagement of visitors like Charlie, you would match their characteristics to similar users who are registered and, from that, extrapolate their loyalty and likeliness to recommend. Steven: semiactive participant. Steven is ready to be turned on to your brand. He visits the site in bursts surrounding product purchases, has become loyal, and writes highly nfluential reviews of the sports equipment products he buys, even though he feels that the product research tools and information are lacking (see Figure 4). For users like Steven, you should track activities surrounding purchases (before and after) and the time between a transaction and his review of the product. Measure the sentiment of product reviews, the actions taken after reading unfavorable content, and the influence his reviews have on other customers purchasing behaviors. You need to ascertain what motivates him to contribute content and try to encourage more of that ehavior. customers. She is an avid fan of the sites pet accessories, is a highly active visitor who recommends the site to every pet owner she knows, and actively contributes content to the sites online community, even though she sometimes posts negative comments about products after making customer service calls (see Figure 5). For zealots like Sarah, its important to track the quantity and frequency of reviews, profile updates, blog posts, forum discussions, and other content contributions. You should also measure the sentiment of her contributions and use surveys to keep a ulse on her affinity for the brand and intent to continue to participate. For some brands, it would make sense to start a brand ambassador program to draw users like Sarah closer to the company and energize their word-of-mouth. 7 8 Figure 3 Passive Participant PROFILE†CHARLIE Passive participant Reads and views others contribution Only participates on rare occasions Not registered on the site Involvement Interaction Intimacy Influence Text analysis shows that the few comments Charlie makes tend to show favorable sentiment Text analysis of the