Segmenting engagement
Some customers are bound to be more engaged than others to brands. There are many ways of assessing how engaged a customer is from browsing behaviour, levels of on and offline interactity and potentially purchase or recommendation.
Do you have any experience, suggestions or tips as to how to segment an audience to indicate levels of engagement? I am interested in learning how this could be applied as part of a communication or campaign strategy.
Do you have any experience, suggestions or tips as to how to segment an audience to indicate levels of engagement? I am interested in learning how this could be applied as part of a communication or campaign strategy.
Replies to This Discussion
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Permalink Reply by Richard Sedley on -
You might find Jim Novo useful on this subject.
His Framework for Engagement can be found here: http://blog.jimnovo.com/engagement-framework/
and his series on Measuring Engagement can be found here: http://blog.jimnovo.com/measuring-engagement-series/
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Permalink Reply by patrick.dh on -
Do you find typically that technological impediments and lack of seamless coordination with IT departments are relevant impediments to access adequate data?
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Permalink Reply by Lucy Conlan on -
I think that the time involved trying to work with many systems and involve marketeers and IT staff alike can definitely be an impediment to successful segmentation. However, I have also experienced workaround solutions for example using the email system as the main repository and communication vehicle. As well as gauging simple levels of customer interest by open rates etc,, there is also the potential to embed email survey information as well as importing fields from say transactional databases. To gain a truly holistic customer view by combining many sources is truly aspirational but it seems to be a state of nirvana for many organisations.
patrick.dh said:Do you find typically that technological impediments and lack of seamless coordination with IT departments are relevant impediments to access adequate data?
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Permalink Reply by patrick.dh on
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True, often time there always lies simple solutions that can work out - issue then comes on what to measure.
Lucy Conlan said:I think that the time involved trying to work with many systems and involve marketeers and IT staff alike can definitely be an impediment to successful segmentation. However, I have also experienced workaround solutions for example using the email system as the main repository and communication vehicle. As well as gauging simple levels of customer interest by open rates etc,, there is also the potential to embed email survey information as well as importing fields from say transactional databases. To gain a truly holistic customer view by combining many sources is truly aspirational but it seems to be a state of nirvana for many organisations.
patrick.dh said:Do you find typically that technological impediments and lack of seamless coordination with IT departments are relevant impediments to access adequate data?
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Permalink Reply by Mark Nicholson on -
You could use an old direct marketing technique RFM (Recency, Frequency, Monetary Value) analysis. Although in the case of a non-retail site RFD ( Recency, Frequency, Duration) might be more appropriate.
You could asign a score for each based on what quartlie a user is in. Adding these would give you an overall score which could be used to group customers into bands.
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Permalink Reply by Dave Chaffey on -
Hi Lucy, Its been a while since we spoke. I hope you're well.
The RFM / Jim Novo work discussed is a good place to start but its too advanced for most. I think Jim's concepts of latency - how long since last action (click, sale, posting) and hurdle rates help simplify this. Hurdle rates give you a high level view of how engaged/unengaged your audience are. The classic email engagement measure is 90 or 180 day activity - percentage of list that has opened/clicked/bought in this period.
I believe you hurdle rates like to analyse your list when you were at the Barbican. Would be interested to know how actionable it was - how did you follow-up on this.
BTW others in this group may be interested in your views on email engagement.
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Permalink Reply by Lucy Conlan on
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The examples of this when I worked at the Barbican Centre were kept very high level. We looked at email behaviour and purchase behaviour (both on and offline). For customers who seemed email dormant (not opened in the last month or more), we would send tailored emails that did not feature the product but were purely about their behaviour. This took the approach of subject lines and email content along the lines of:
We haven't heard from you
We still haven't heard from you
We're getting concerned
We thought you would like to enter the prize draw etc
This approach usually reactivated a good 10% into at least opening. For email subscribers who hadn't opened for 3 months, we would reduce the volume down to one email a week. For customers who had made a purchase but didn't seem too interested in their emails, we would eliminate emails that did not reflect their purchase preferences, while continuing with the weekly emails.
Additionally, we also sent them direct mail to advise them of topline benefits of online booking and make them aware of online prize draws.
We were loathe to stop emailing at all, as we felt just receiving emails kept our name front of mind and 30% of tickets purchased being bought on the phones or at the art centre itself.
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