Here are the key takeaways from my presentation:

Barriers to online investment (per a 2007 McKinsey study):

52% insufficient metrics to measure impact
41% Insufficient in-house capabilities
33% Difficulty of convincing upper management
24% Limited reach of digital tools
18% insufficient capabilities at agency

- 2 of the top 3 relate to ROI measurement

How to measure engagement

Determine how ACTIONS drives INTENT
Determine how INTENT drives REVENUE (or value)
Will vary based on the action
Apply formula across each set of actions
Use common sense to normalize results

Success requires…

Analytical rigor
Creativity
Common sense

I’d add a caveat - every situation usually requires a custom approach to defining the right metrics and assigning value to them. The case study I went through applied to a retailer with an overarching objective of getting people to come to their stores. Coupons will apply only in these cases.