Surveys and focus groups can help marketers effectively measure attention with actionable and reliable data.
This article states marketing leaders must focus on attention metrics as key outcomes and align their brand goals and strategies according to these metrics. Measuring metrics like interaction and viewability can help measure consumer attention span and optimise marketing campaigns.
While there are methods like brain scans and viewability metrics that are available, they come with their own set of challenges. While brain scans are hard to scale them during times of crises, viewability metrics like screen real estate can still leave data gaps.
However, Implementing facial coding and emotion AI can help brands measure attention with granular precision and create effective marketing models. Further, using digital proxy data to measuring interaction metrics like clicks can help brands gauge consumer attention effectively.
[5 minute read]