When you run marketing campaigns, one of the important measures that you will want to look at and analyze is customer engagement with your marketing efforts. For example, in email marketing, customer engagement can be measured by how many of your marketing emails were opened or ignored by your customers. Customer engagement can also be measured by the amount of website visits from individual customers. Successful marketing campaigns will draw a lot of engagement from your customers, while ineffective marketing campaigns will not only drive a lower amount of engagement from your customers, but will also negatively impact your business. Customers might mark emails from your business as spam or unsubscribe from your mailing list.
In order to understand what affects customer engagement, in this chapter, we will discuss how we can use explanatory...
