Process control for monitoring customer engagement

Edward Carl Malthouse*, Wei Lin Wang, Bobby Calder, Tom Collinger

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)54-63
Number of pages10
JournalJournal of Marketing Analytics
Volume7
Issue number2
DOIs
StatePublished - Jun 1 2019

Keywords

  • B2B Marketing
  • Content marketing
  • Customer engagement behaviors
  • Process control

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Strategy and Management
  • Statistics, Probability and Uncertainty
  • Marketing

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