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Process control for monitoring customer engagement

  • Edward C. MalthouseEmail author
  • Wei-Lin Wang
  • Bobby J. Calder
  • Tom Collinger
Original Article

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 

Notes

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Copyright information

© Springer Nature Limited 2019

Authors and Affiliations

  • Edward C. Malthouse
    • 1
    Email author
  • Wei-Lin Wang
    • 2
  • Bobby J. Calder
    • 1
  • Tom Collinger
    • 1
  1. 1.Northwestern UniversityEvanstonUSA
  2. 2.Ontario Institute of TechnologyOshawaCanada

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