Marketing
Introduction to Engagement Analytics
April 25, 2018 Marko Mihin

In today’s global economy, data driven marketing is very important. Companies embracing this idea are more likely to achieve a competitive advantage in customer engagement. The first step to understanding customer engagement is to understand and analyze engagement analytics for your brand.

 

So, what do we mean by customer engagement? We could describe it as being every touch point a customer had with your brand in order to buy a product, acquire a service and so on… and what business wouldn’t like to know how their customers engage with their brand?

 

In analyzing customer engagement, the information we are trying to get from our data is:

  • The customer’s initial touch point,
  • What actions the customer made,
  • How well automatic marketing responses worked,
  • How the human agents responded,
  • What the final outcome of that engagement was.

 

Let's consider a simple scenario typical for our company:

  1. A potential client saw our content on some of the social channels.
  2. The client showed interest by clicking on a post (initiating the first engagement) and visited our website.
  3. The post had a CTA button offering additional, related premium content in exchange for some basic information about the customer.
  4. The customer clicked the CTA and filled out the form.
  5. Marketing automation sent the premium content to the customer and notified marketing/sales.
  6. Our representative contacted the visitor personally, leading them further through the customer journey.

 

This may seem like just a few clicks to a customer but, through engagement analytics, we can gather valuable data about that customer on every step. This data can be used to adapt touchpoints and help lead the customer further along on the customer journey, whether online via the system or by interaction with a call center agent.. This data also supplies us with insights that can be used on  a larger scale, to enhance our brand experience for future customers.


As we look at the data collected through this interaction, we can find out:

  • What the customer was interested in,
  • What channel their initial touch point was through,
  • On which step the customer dropped out,
  • What steps the customer had to take from initial contact to the final goal.

 

Remember, not only is this data helping us interact with a specific customer in real time, it also helps us optimize engagement procedures for future customers. Now, let's take a step back. We explained in short how engagement analytics is used, but how do you know if you really need it?

 

If you notice any of these signs, it might be time to start paying more attention to engagement analytics:

  • Your customers aren't satisfied and are expressing that to you directly,
  • High bounce rate on your website,
  • Low response rate after contact from your marketing/sales,
  • Low response rates to your CTAs, 
  • There’s too much returning traffic, and not enough new traffic,
  • Short duration of sessions,
  • Low page count per session.

 

Engagement analytics will help you identify points of failure, and provide you with the data you need to analyze them so you can begin optimizing your customer engagement strategy.

Want to know more and talk about the specific solutions? Contact us today!

Marko Mihin
Marketer