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Research and Analysis from WebAnalyticsDemystified The Web Analytics Thought Leaders w w w .w eb an alytic sd emystif ied .c o m EXECUTIVE SUMMARY Without a doubt, "engagement" has been one of the hottest buzzwords in digital advertising and marketing in the past 18 months. Forrester Research has written about it, companies founded to measure it, and countless arguments spawned just seeking a reasonable working definition of the term to apply in a meaningful way to the online channel. Unfortunately, despite the intense level of interest in the subject, few real gains have been made towards developi ng a practical and useful measure of engagement that can be applied to billions of dollars of advertising, marketing, and technology investments made annually on the Internet. While solutions exist—notably the Evolution Technology™ developed by this document's co-author Mr. Joseph Carrabis—most are relatively unknown and some are not easily integrated with the widely deployed digital measurement solutions in the marketplace today. Until now.