Beckon Beckon Beckon Beckon
  • Product
    • Connect
    • Data
    • Analytics
    • Answers
    • Dashboard
    • Scorecard
    • Calendar
  • Solutions
    • Problems solved
      • Agile Campaign Optimization
      • Marketing Performance Reporting
      • Self-Serve Reporting and Analytics
      • Media Performance Analysis
      • Omnichannel Performance Data Hub
      • Master Data Management for Marketing
    • By role
      • Marketing Leaders
      • Campaign Managers
      • Marketing Analysts
      • Marketing Operations
      • Agencies
    • By industry
      • CPG
      • Consumer Electronics
      • Financial Services
      • Retail and Apparel
      • Media and Entertainment
      • Travel and Hospitality
  • Prime
  • Services
  • Resources
  • About
  • Blog
Beckon Beckon
  • Product
    • Connect
    • Data
    • Analytics
    • Answers
    • Dashboard
    • Scorecard
    • Calendar
  • Solutions
    • Problems solved
      • Agile Campaign Optimization
      • Marketing Performance Reporting
      • Self-Serve Reporting and Analytics
      • Media Performance Analysis
      • Omnichannel Performance Data Hub
      • Master Data Management for Marketing
    • By role
      • Marketing Leaders
      • Campaign Managers
      • Marketing Analysts
      • Marketing Operations
      • Agencies
    • By industry
      • CPG
      • Consumer Electronics
      • Financial Services
      • Retail and Apparel
      • Media and Entertainment
      • Travel and Hospitality
  • Prime
  • Services
  • Resources
  • About
  • Blog
May 29

eMarketer on Understanding Customer Engagement

  • May 29, 2018
  • Beckon News, Marketing Trends

eMarketer’s new report tackles the complex world of customer engagement. With “increasing customer engagement” as the top priority for marketing professionals, the report also explores the inherent challenge of improving engagement. Just as no two customers have the same path to purchase, no two brands have the same blueprint for success. But even if we can’t replicate another brand’s strategy, we can learn from their successes and failures. The report highlights an underlying framework that many of the world’s top engagement-oriented brands are using to help marketers navigate the complicated customer engagement journey.

At a high level, the report reveals that companies successfully improving customer engagement often begin by building a measurement framework that maps overall business objectives to the customer journey. They do so by establishing core objectives at the business and channel level that are matched against the typical customer journey. Performance is continually evaluated with metrics at each level that pertain to the journey.

But according to data in the report, establishing a measurement framework is—and will continue to be—a struggle if marketers don’t get access to measurement tools and skills. Of the companies surveyed, 40% blame lack of ability to measure ROI as the biggest obstacle to understanding and improving customer engagement.

Beckon’s co-founder Jennifer Zeszut weighed in on how leading brands are addressing this challenge by using technology and measurement methodologies to predict business outcomes downstream. Here’s an excerpt from her contribution to the report:

“Beckon uses predictive scoring to measure customer engagement. Jennifer Zeszut, co-founder and chief customer officer, said this practice is critical to validate that not all metrics are equal and that not all metrics are predictive of customer engagement for a company-level KPI, such as LTV. “We’ll actually run the statistics to understand, ‘Is this an important metric for a client?’ she said. ‘It probably is, but does it actually predict revenue?’

Zeszut went on to emphasize that marketers looking to these types of predictive analytics must keep in mind that although it’s useful for identifying metrics that may correlate with a specific outcome, these are not necessarily metrics that will directly drive that outcome.

‘You’re looking for predictors of sales and revenue, which is different from attribution or causation or ROI,” she said. “You’re looking for a bellwether for the brand, for something that will move reliably with revenue.’”

If you’re developing a framework focused on customer engagement, this is a must-read. eMarketer subscribers can check out the full report here.

  • Facebook
  • Twitter
  • LinkedIn

Categories


Recent Posts

  • Marketing in the New Normal: Predictions for 2021 and Beyond December 18, 2020
  • How to Prime Your Team for Success in a Disrupted World November 23, 2020
  • How to Stay Ahead of Holiday Shoppers in 2020 October 30, 2020
  • DTC (Direct to Consumer): New Normal, New Opportunities September 30, 2020
  • How Covid-19 Made SaaS and Cloud Technology More Important than Ever August 20, 2020
  • What You Missed at Aclate Engage Virtual Summit 2020 May 19, 2020

Beckon, The Source of Truth for Marketing™, is the trusted data management, reporting, and analytics platform global brands depend on to make effective decisions. The only solution purpose-built for marketing, Beckon provides automated data management, total visibility into cross-channel performance, omnichannel analytics, real-time dashboards and scorecards, and marketing KPIs right out of the box for fast time to value. Beckon is for marketers who want to unlock their data, see what’s working across it all, spend wisely, maximize ROI, and show marketing’s impact on the business.

  • Product
  • Solutions
  • Services
  • Resources
  • About
  • Blog
  • Press
  • Support
CONTACT

401 Congress Avenue, Suite 2650,
Austin, TX 78701
(512) 292-9254

© 2020 BECKON
  • SUPPORT
  • CUSTOMER SIGN-IN
  • PRIVACY POLICY
  • COOKIE POLICY