Engagement - a new metric for campaign performance
The Engagement Score
Brands are built on engagement, not clicks, but up until now was this has been difficult to measure. Join the Clicks’ ability to bring together all of a consumer’s interactions now makes it possible to measure and score an individual consumer's engagement.
The score uses an algorithm that reflects the quality, quantity and age of all a consumer’s interactions in comparison to each consumer in your database. The result is a simple, yet powerful, score between 1 and 5.
How Engaged are your
consumers?
How do you measure the “quality” of a consumer database when online and offline interactions are stored across a number of applications? The Engagement Score removes this blind spot by clearly revealing the engagement of your database, list, segment or subscription.
The score provides new possibilities to refine marketing and offers.
Not all clicks are equal.
Traditional email reporting is a good example of the need to enhance the traditional click view of results.
The number of consumers that have unsubscribed is usually presented as a single %. This single number can hide underlying issues about the value of the consumers that wish to break contact. The engagement score can reveal any trends behind the unsubscribe number. Are they highly engaged consumers leaving or are you churning through new consumers (low engagement)?
Uncovering trends allows you to change marketing tactics and offers based on engagement. The Email Activity allows you to dynamically change content based on a consumer’s attribute – including engagement.