Companies aspire to deeply understand their customers and create bonds with them, and that means many are focusing on customer engagement. eMarketer’s Lauren Fisher spoke with Randi Cohen, head of analytics for North America at digital advertising agency Neo@Ogilvy, about why aligning a company's ad tech stack and company- and channel-level key performance indicators (KPIs) are musts to drive successful customer engagement. Cohen 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 your definition of customer engagement?
It’s a messy and complex concept, and it means a lot of things to a lot of different people in different contexts. More broadly, we tend to think about it as the strength of the relationship that a customer has with the brand.
On behalf of our clients, we want to improve not just the quantity of those interactions, but the overall quality of the relationship in order to maximize brand loyalty and tie back to sales and revenue goals.
How do you identify all of those engagements and map them back to brands’ relationship goals?