Commercial models are pivoting from being entirely reliant on field force to being equally supported by digital ecosystem for local execution. Share of voice, once deemed as gold standard measurement for promotion effectiveness would no longer retain its gravitas in the new commercial approach. Contrarily, optimizing digital engagements for share of voice may yield negative impact, and result in customers disengaging and opting out. Instead, organizations should focus on relevancy of content and messaging to optimize “share of engagement” in order to drive effective customer journeys.
From this session, you will learn,
- What are the relevant metrics to measure engagement effectiveness?
- How should organization transition into the new analytics approach?
- What are the pitfalls in the journey toward advanced analytics and how to overcome them?