• Association Analytics UK

Engagement Scores shows the ‘love line’

A deep understanding of member engagement patterns and digital behaviour shows what members love and empowers associations to maximise their acquisition and engagement strategies. We’re nearing the end of 2020 and many associations struggle with questions of how to enrich engagement within target markets; how to best market unique products and new services and which markets to target for new members or customers.

A comprehensive dynamic engagement score is the solution to overcoming each of these challenges. It considers all touchpoints and data source for Structured Data (CRM) and Unstructured Data (Web Analytics, Twitter, Social platforms, etc) to measure how engaged your members are with your organisation and in what ways. When done well and by using best practices, an engagement score will show:

  • · Patterns of how each individual or company member has engaged with the association for a designated period of time.

  • · Identifies key demographics and the digital journey that are likely to predict future engagement patterns.

  • · Provides insights into the factors that drive engagement.

  • · Pinpoints target markets for member acquisition or engagement related to a unique product or service.

Building an engagement score

Engagement scoring can be handled in a few ways. Ultimately, it should begin with an in-depth data analysis to evaluate member and customer engagement touchpoints over a specified time frame, ideally three to five years.

Data should then be segmented by key demographics and digital behaviour to understand which elements drive engagement behaviour and demonstrates your value. This data may also be supported by market research to gain a better understanding of drivers and barriers to participation.

The formula required to create the overall score is composed of unique elements determined by member actions and digital behaviour. These are weighted based on their relevance to predict future engagements, adoption of services and revenue, greater alignment with your strategic objectives and other key factors.

Broad elements in an engagement model and score should include:

  • · Breadth — How many ways has an individual or company engaged with your association?

  • · Depth — How many times have they digitally and virtually engaged?

  • · Loyalty — How frequently do they engage over time?