Customer engagement has been the holy grail of marketers, especially digital marketers, for the past few. With a better understanding of their engagement, marketers can increase the ROI of their marketing actions and ultimately the customer experience. The Key Engagement Score is the first holistic and audience-centric metric of engagement. It was developed as part of a 4-year academic project surveying hundreds of global consumers and over 50 brands online (e.g. Apple, Starbucks, Disney, Nutella, Coldplay, Louis Vuitton...) The Key Engagement Score is an innovative and holistic method which goes much further than traditional engagement metrics currently proposed online. The Key Engagement Score is based on a holistic approach which integrates affective, behavioral and cognitive metrics and allows capturing the engagement level of any audience regarding a brand, or brand-related object.

2. MONITORING and DRIVING AUDIENCE ENGAGEMENT!
with KEY ENGAGEMENT SCORE
Laurence Dessart, Ph. D
Professor @ KEDGE Business School
Co-Founder @ KE Score
@laurencedessart

3. Optimize the ROI of marketing actions
Benchmark brands, products or
communities to the overall industry
1.
2.
CONTEXT

4. HEINEKEN WONDERS:
How does my latest video campaign contribute to the engagement of
my Facebook users/website visitors with my brand?
CONTEXT

5. PROBLEM
How to gauge consumer engagement ?
NOT THE FULL PICTURE!

6. PROBLEM
How to gauge their level of engagement ?
NOT THE FULL PICTURE!

7. PROBLEM
n 4-year academic research
n Structural equation modeling methods
n Data over 30 countries
AFFECTIVE
BEHAVIORAL
COGNITIVE

8. METHOD, COLLECT & ANALYSIS
22 questions that tap into the 3
essential ways (dimensions) that
people can engage.

9. METHOD, COLLECT & ANALYSIS
22 questions that tap into the 3
essential ways (dimensions) that
people can engage.

10. METHOD, COLLECT & ANALYSIS
22 questions that tap into the 3
essential ways (dimensions) that
people can engage.

11. METHOD, COLLECT & ANALYSIS

12. METHOD, COLLECT & ANALYSIS
Assess current levels of engagement of
consumers, fans and prospects with products,
brands, services or other users
Enhance online presence and community strategy
Improve consumer-brand & consumer-community
relationships
1.
2.
3.

13. KEY ENGAGEMENT SCORE
laurence@kescore.com
www.KESCORE.com
Steve@totalsavagetech.com