How do you use the Engagement Factor fields?

Michael Ditto

This is not a how-to question, but a comparative strategy question.

What parameters do you use to calculate your engagement factors and why? What testing have you done to determine that the parameters you use are the right ones?

Given there is a limited number of fields, that it's important to have metrics be consistent over time, and that we have multiple centers with different priorities and goals, I want to set ours up as close to perfect as they can be from the start.

So how do you use engagement factors?

Mathew Grimm

I use them to count how many folks have taken action in the last 3, 6, 12, 18, and 24 months. Since Convio doesn't keep "Last Action Date", it's the only way I can think of to "bucket" people based on action recency. (We use this for offline mailing, and response is closely tied to action recency.) Unfortunately, that burns up 5 of my 10 EF fields right off the bat. I also track open and clicks in the last year, which gives me an indication of how engaged the list is from month to month. Wish there were more of them and that I could label them!