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Process control for monitoring customer engagement

Author

Listed:
  • Edward C. Malthouse

    (Northwestern University)

  • Wei-Lin Wang

    (Ontario Institute of Technology)

  • Bobby J. Calder

    (Northwestern University)

  • Tom Collinger

    (Northwestern University)

Abstract

Customer engagement behaviors (CEBs) with marketing content or contacts, such as downloading a whitepaper or attending an event, can increasingly be recorded for individual customers. We develop a five-step process for monitoring CEBs. This engagement monitoring process requires understanding which CEBs relate to relevant outcomes and detecting when engagement levels are aberrant. The process is illustrated with a case study, which uses 4 years of data tracing 160,448 customers from 784 key accounts of a leading professional service provider that uses content and contact marketing. As marketer move away from traditional yearly marketing plans in an effort to operate in real-time in the face of vast change in the communication environment, process control of this kind can allow marketers to be agile without losing strategic discipline.

Suggested Citation

  • Edward C. Malthouse & Wei-Lin Wang & Bobby J. Calder & Tom Collinger, 2019. "Process control for monitoring customer engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(2), pages 54-63, June.
    • Handle: RePEc:pal:jmarka:v:7:y:2019:i:2:d:10.1057_s41270-019-00055-6
    DOI: 10.1057/s41270-019-00055-6
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    References listed on IDEAS

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    Cited by:

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    2. Matthew D. Vollrath & Salvador G. Villegas, 2022. "Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 106-113, June.

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