Many people want digital engagement ‘data,’ but do not know what to do with it, or how to make decisions, or create strategy with it. Even if they have data/metrics/KPIs, they lack the proper rubrics for deciphering it.

Seeking to translate lead/customer digital activity into breakthrough ‘aha’ moments, I’ve molded marketing engagement data into several charts that have been Rosetta Stones for clients. These charts – which I will share here and in following posts – enabled clients to ‘get it’ – own their data, create rubrics, and craft focused marketing strategies.

The chart below created an ‘aha’ moment for a research/academic organization. Because ideas and insights were the organization’s products, client engagement was key to the organization’s success. They had never truly thought about engagement and what it can do for them. This 2×2 chart plots engagement scores (a sum of digital activity person scoring) for five, similarly-sized fictitious companies – clients of this organization. The chart plots average person scoring by the number of employees per organization. The size of each company’s plot is based on total company score.

The ‘aha’ came when we were translating the chart for the academic/research organization’s leadership. We said that it told us:

• Many employees at Acme stores were engaged with the organization but they were not deeply engaged.
• Main Street Manufacturing’s employees are highly engaged. 
• Employees at Mineral Solutions are engaged – but there’s room to engage more employees.
• Slalom Health and Move It Logistics are less engaged overall.
• Manufacturing and minerals seem to be most engaged. The organization must have good content for those industries and clients know how to access.
• There seems to be potential with retail, but is there sufficient content? Do clients know how to access it? Is the organization helping them?
• Logistics and healthcare are not engaged. Are they not a strategic priority? Do they lack understanding of how to use the reports? 

The implications for marketing strategy are clear when you have the ability to map your data. Help clients better engage different markets. Set engagement goals to that individual clients and aggregate industries move to the top-right corner. Identify the profiles of the most and least engaged employees. And, assign resources to creating content that will help the organization engage with the most promising profiles, companies and industries.