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| Improving Brand Engagement |
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Long-term customer value is frequently related to brand engagement (i.e., how often and how extensively the customer interacts with the brand). Growing amounts of web and other channel data now make it possible to assess how involved a customer is with the brand and estimate where the brand sits in the customer’s hierarchy. This data, summarized in new customer metrics, is useful in identifying customer opportunities and risks, and can be used to help shape marketing strategy.
In analyzing brand engagement, we establish baseline behavioral metrics and then specifically examine how a customer’s engagement activity correlates with key business measures such as sales, revenue, retention, profitability, and loyalty. We also look at engagement momentum – whether it’s improving or worsening – to spot sales opportunities or determine if certain customer behaviors need to be restimulated. |
|  | | For more information, call us at 781-494-9989 or email us. | |
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