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MONITORING and DRIVING AUDIENCE ENGAGEMENT!with KEY ENGAGEMENT SCORE
Laurence Dessart, Ph. D Professor @ KEDGE Business School
Co-Founder @ KE Score @laurencedessart
Optimize the ROI of marketing actions
Benchmark brands, products or communities to the overall industry
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CONTEXT
HEINEKEN WONDERS: How does my latest video campaign contribute to the engagement of my Facebook users/website visitors with my brand?
CONTEXT
PROBLEM
How to gauge consumer engagement ?
NOT THE FULL PICTURE!
PROBLEM
How to gauge their level of engagement ?
NOT THE FULL PICTURE!
PROBLEM
n 4-year academic research
n Structural equation modeling methods
n Data over 30 countries
AFFECTIVE BEHAVIORAL COGNITIVE
METHOD, COLLECT & ANALYSIS
22 questions that tap into the 3 essential ways (dimensions) that people can engage.
METHOD, COLLECT & ANALYSIS
22 questions that tap into the 3 essential ways (dimensions) that people can engage.
METHOD, COLLECT & ANALYSIS
22 questions that tap into the 3 essential ways (dimensions) that people can engage.
METHOD, COLLECT & ANALYSIS
METHOD, COLLECT & ANALYSIS
Assess current levels of engagement of consumers, fans and prospects with products, brands, services or other users
Enhance online presence and community strategy
Improve consumer-brand & consumer-community relationships
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