Table of Contents

Insights - Engagement - Engagement Essential Questions and Dashboard Tile Definition

Cathy Funderburg Updated by Cathy Funderburg

Engagement Essential Questions

The essential questions that are answered through the Engagement Overview Dashboard are:

  1. “How many people are engaging with our digital marketing efforts within a specific time frame?”
  2. “Is there a strong enough engagement rate to justify marketing campaigns?”
  3. “Are the right people in the right companies interested in our brand?”
  4. “Are our marketing efforts relatable(or tell a story) to potential customers?”

Engagement Scoring Tiles Definitions

To accurately answer the Essential Questions above you begin by analyzing the data presented by the Engagement Scoring Tiles. Understanding the definitions of the tiles on the Engagement Overview Dashboard will answer all of your high-level questions. These tiles will be the same for subsequent engagement dashboards. The differentiating factor would be the individual filters applied to each dashboard. 

CaliberMind Engagement Scoring Tiles
  1. Companies Engaged: The Companies Engaged Tile indicates the number of companies interacting with our brand over a span of time. 
  2. Total Companies: The total companies in the selected list (which defaults to your entire company dataset) at any given time.
  3. Current Weighted Score: The Current Weighted Score (CWS) measures the level of company engagement. The weighted score includes the points assigned to each interaction, the multiplier associated with the demographic and firmographic information and the time decay. 
    The Current Weighted Score algorithm references the events table and scores each interaction that has been identified against a company within that timeframe. As such interactions with anonymous people without an identified company are not included in the Current Weighted Score. 
  4. Total People Engaged: The Total People Engaged represents the total number of identified people who have interacted with our brand in the given time period.
  5.  Total Number of People: The Total Number of People in the selected list (which defaults to your entire person dataset) at any given time.
  6. The Prior Month Raw Score (PMRS): The Prior Month Raw Score (PMRS) removes time decay in its algorithm. This score uses the previous month’s events and excludes time decay to ensure the comparison is of equal value. The analysis of PMRS is found when you assess against the Current Weighted Score and determine if the number is ‘more or less’ than the PMRS. The question answered by this value is: “Is this month's number better or worse than this time last month?”

Answering Essential Questions

Using Engagement Overview Dashboard

Are you overwhelmed by the amount of information on the Engagement Overview Dashboard? 

Your report can be filtered to display only the information you need.  Different filter types affect the information you see. This list of Essential Questions, Useful Tiles, and Filter Recommendations will help you select the best filter types for your report.

  1. “How many people are engaging with our digital marketing efforts within a specific time frame?”
    1. When assessing the number of People Engaged remember to select the appropriate date aggregation by using the aggregation buttons and/or appropriate date filters
  2. “Is there a strong enough engagement rate to justify marketing campaigns?”
    1. Providing quantifiable evidence of marketing impact is important. The Current Weighted Score measures interactions with all your strategic initiatives numerically throughout a given time span. Higher scores indicate your message is resonating with potential customers. A high weighted engagement score reflects how well marketing is able to fill the sales pipeline and makes it easier for sales to convert leads.
      The Prior Month Raw Score removes depreciation calculations so that marketing is able to compare the raw results between past and present time frames.

Digging Deeper into Campaign Performance

Easily use firmographics in your marketing strategy. This information helps you accurately segment potential B2B customers and eliminate obstacles that may interfere with decisions. It also provides insight into visibility, brand affinity, credibility, and relationship-building marketing efforts.  

When firmographic data support your marketing and sales strategies, you are less likely to miss out on opportunities.

  1. “Are the right people in the right companies interested in our brand?”
    1. By Company: The first step in firmographic targeting is knowing the companies that are engaged with your brand. This provides top-level key insight into buying behavior. See the scope of the market and determine if your message is reaching companies that possess the size and financial capabilities to become your customer.
    2. By Industry Group: Are you reaching the right industry with your messaging? Are you positioning your brand correctly? Narrow targeting of the ideal buying industry is essential to maintaining a strong pipeline. When you’re hitting the right industry you’ll be able to focus on the best message.
  2. “Are our marketing efforts relatable (or tell a story) to potential customers?”
    1. By Job Level: Know if your message is reaching advocates and influencers within your target industries by measuring the level of interaction your brand has with contributors who advise buying decisions to the final decision-makers.
    2. By Department: A dimension of customer engagement is pushing people to your website. Events that resonate with desired departments. Knowing which department is going to your website to research your product may be vastly different from industry to industry. Assuring your marketing efforts are lining up with reality is vital.

Measuring Success using the Engagement Dashboard

Full Version [6 min]

Engagement and Aggregation Dates

Section 1 [1.3 min]

Engagement Dashboard Scoring Tiles

Section 2 [1.14 min]

Drilling Down from the Engagement Dashboard

Section 3 [3 min]

How did we do?

Insights - Engagement - Person Detail

Insights Engagement Dashboard - Aggregation Dates