How to measure customer engagement with Big Data?

Businesses can use the information gathered from customers to improve engagement strategies and strengthen engagement by turning data into statistical insights.

Customer engagement is a concept that has become a unifying architecture of design and experience across technology, interface and customer-supplier interactions. Today, to more efficiently measure engagement than customers and maximize marketing strategies, Big Data-based analytics, known as engagement analytics, is used.

What is customer engagement analytics?

Customer engagement analytics creates a competitive advantage and manages to maximize the results of marketing strategies, creating data-driven solutions that engage customers in the most effective and lasting way possible. It also helps companies to influence their competitors’ consumers.

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This tool relies on available or collected data such as location, purchase or interaction history, for analysis to provide solutions to increase customer engagement in the customer experience journey. This data can originate from anywhere, as long as it is related to business activities, such as customers or competitors. Companies will use metrics to collect it or will outsource services to third parties so that resources can be focused on other core activities.

An organization cannot fully predict customer actions, such as purchase or consumption behaviors, unless it continuously learns about them. Behavioral data helps identify the general patterns that customers make when interacting with a business’ services, products and advertising, including social media usage and consumption, as well as site-related data points such as pages visited.

Benefits of implementing engagement analytics

Among the benefits for companies that analyze customer engagement and implement it effectively, we recognize three main and significant benefits that anyone will gain on the path to finding a way to increase customer engagement.

  1. Gain detailed information about the customer journey

Leveraging data from various sources, such as customer interactions, transactions and response data, provides a complete view of the customer journey. Armed with these actionable insights, decision makers can engage customers and provide an overall improved experience.

  1. Act on information gained from root cause analysis

Capture as much customer data as possible and turn it into actionable information to influence the customer experience. In addition to helping companies analyze customer concerns and needs, it can also help identify the reasons behind customer dissatisfaction, increased call rates and escalations, and attrition.

  1. Drive customer engagement across channels

Enables monitoring customer needs, incorporating social media analytics, survey tools and centralized reporting where companies can view interactions across all channels in one place.

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At PREDIK Data-Driven we help companies implement engagement analytics to increase their customer loyalty and thereby maximize their revenue.