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Blind Marketing: 64% Of Ecommerce Marketers Fail to Measure Customer Engagement


Although analysing customer interaction metrics is crucial, according to more than half of marketers, there aren’t enough resources to do so on a regular basis.

This Valentine’s Day, SALESmanago CMO urges marketers to show their customers some love.

Nearly one fifth (17%) of eCommerce marketers have never measured their client interaction procedures, and 64% haven’t done so in the previous month.

This is supported by recent research from Customer Engagement Platform SALESmanago, which polled 250 European eCommerce marketers to find out whether customer engagement metrics is being neglected. Unsettlingly, over half (48%) do not believe that customer engagement measures are crucial.

Lack of internal resources was cited as the major impediment to monitoring and comprehending performance measures (24%), according to a survey. Seniors’ reluctance and lack of understanding, which came in at 21%, and the absence of internal procedures to gauge client participation, which came in at 20%, were closely behind this. More than a third (35%) believe that their methods for determining consumer involvement and loyalty need to be improved.

According to the research, the most assessed aspect of customer involvement was customer intimacy, or the development of long-term, personal relationships with customers (41%). The least measured feature, convenience, which relates to how successfully brands interact with customers at ideal times, was measured in 37% of cases.

“In the spirit of Valentine’s day, there’s a real opportunity for the eCommerce industry to get to know their customers like never before. With a wealth of data at their fingertips, brands should be building authentic and lasting relationships. Marketers are not leveraging insights to their full potential, which is a real problem. Neglecting to measure your customer engagement processes on a continual basis means brands are approaching their marketing tactics blindly. Especially with times tough and customer loyalty at its most fragile, marketing teams need to be optimising all the information they have to hand and prioritise Intimacy. Those who do will be the winners of this competitive landscape.”

Ian MacLeod, SALESmanago, CMO

Convenience (24%), data insights (22%), and customer intimacy (22%) were the three most difficult components of customer interaction to assess, according to the survey.

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