Process control for monitoring customer engagement

Edward C. Malthouse (), Wei-Lin Wang, Bobby J. Calder and Tom Collinger
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Edward C. Malthouse: Northwestern University
Wei-Lin Wang: Ontario Institute of Technology
Bobby J. Calder: Northwestern University
Tom Collinger: Northwestern University

Journal of Marketing Analytics, 2019, vol. 7, issue 2, No 2, 54-63

Abstract: 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.

Keywords: Customer engagement behaviors; Process control; Content marketing; B2B Marketing (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41270-019-00055-6

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