Optimizing just the reach and frequency may have been a successful strategy in the past when the field was front and center of all the engagements. Applying the same approach to the omnichannel world will not deliver the expected results.
Organizations need to align their metrics to measure and inform on what engages their customers and drives their behaviors. This enables one to design and execute effective customer journeys that deliver “the fastest” way to drive Rx.
From this session, you will learn,
- What does it take to evolve from purely quantitively channel analytics to customer engagement analytics?
- Why traditional analytics model cannot help understand customer behaviors and motivations at a deeper level? Why do they fail?
- How can you integrate content and campaign for effective engagements?