Lummus on Engagement

Coordinated Campaigning
To capitalize on a multichannel marketing strategy, a central analytical function is needed to coordinate engagement activities. Otherwise, messaging becomes disjointed and contradictory. This is best accomplished with a central multichannel marketing database.

Behavioral Insight
Marketers must understand how their customers behave in order to move from relying on stereotypes for segmentation to prediction and influence. This requires a closed loop system connecting customers, campaigns and purchases.

Strategic Alignment
In order to influence consumer behavior, marketers should deliver messages that lead an intended response. Messages drive a strategic marketing activity: acquisition, retention, or customer value growth.

Predictive Insight
Targeting optimization cannot be achieved by intuition or gut feeling. Predictive modeling is the key to aligning insight with strategy to deliver compelling, coordinated campaigns.

Automated Engagement
By defining triggers and business rules that determine when, where and to whom a particular message is sent, marketers focus optimization on the customer, increasing relevancy and response.