Some brands simply identify and tally customer engagements, while others truly understand the value of each action. eMarketer’s Lauren Fisher spoke with Jennifer Zeszut, co-founder and chief customer officer of Beckon, about how the marketing intelligence services firm works with brands to build customer engagement scores and ratios that can be predictors of real business outcomes, such as lifetime value (LTV) and sales. Zeszut was interviewed as part of eMarketer’s May report, "Understanding Customer Engagement: How to Map and Make Sense of the Metrics that Matter."
How does Beckon define customer engagement?
For us, customer engagement is any customer-initiated action that shows some sort of intent, interest, connection or collaboration with the brand.
These differ by channel. If it’s an email communication, it might be an open. If it’s a display ad, it might be a click. If it’s a social platform like Facebook, it might be a "like."
How do brands typically measure these types of engagements?