Typical questions our clients and we, as marketing consultants, ask:
Q: Which customers do I invest in and at what points of their journey? Which should I avoid? Q: What is the best way to engage these customers how much value can I create if successful? Q: How do I accurately measure the value that was created and know what worked?
Engagement Economics provides the framework for working through these questions in a disciplined, consistent and reliable way.
Engagement Economics Summary principles: 1. Focused on Mutual Value creation. Establishes a model that provides clear value to a customer while yielding a measurable business benefit 2. Forces rigor in prioritization. Drives rigor in the selection of highest value opportunities (priority segment-based journeys & moments that matter). Prioritization is placed on mutual value creation. 3. Enables customer-centric forecasting.Includes processes to create customer-driven forecasts that over time help optimize business strategies and ROI. 4. Delivers a robust measurement & learning engine. Incorporates interaction, attitudinal, and behavioral metrics to identify and measure the impact on KPIs. Measures the economic contribution increases as consumers become more engaged /grow relationships with the brand.
This session (open to all) will discuss how we (Publicis.Sapient) are working our clients to evaluate the marketing/experience impact within key moments that matter for their customers across the E2E journey.
Think "return on marketing/customer experience" across the journey.
We'll cover both the framework and some of the tools we are using to execute for our clients.
Carl is head of business and customer strategy at Publicis.Sapient, Minneapolis, a strategic advisor to early Minneapolis startups, a board member of MIMA, and is passionate about finding better ways to connect our creative/marketing and startup communities.