The way brands define customer engagement is far from standard, but that doesn’t keep agencies like Mindshare from moving ahead with clear objectives for each client. eMarketer’s Lauren Fisher spoke with Ikechi Okoronkwo, Mindshare North America's director of marketing sciences, about using a measurement framework to map customer engagement metrics back to the customer journey and real business outcomes. Okoronkwo was interviewed as part of eMarketer’s May report, "Understanding Customer Engagement: How to Map and Make Sense of the Metrics that Matter."
What’s the process you follow for defining and measuring customer engagement with each client?
When we’re doing analysis and creating a measurement framework, we always go through a discovery session with clients, because we need to align that with them.
There are many definitions of different aspects of marketing, including engagement, so we want to understand their product life cycle, their consumer journey and their go-to market strategy. This helps us define engagement in a way that resonates with all of that.
What high-level metrics do you look at when you start to map out engagement?