Connected Customers represent the number of active users who are engaged with your brand across multiple channels. This is a Lytics proprietary KPI that offers a quick and comprehensive understanding of the performance of your account’s identity resolution strategy.
Lytics defines a Connected Customer as a user who has:
- Activity data collected from 2 or more channels, including web, email, or mobile.
- A positive and increasing Momentum Score, which represents the rate at which users are interacting with your brand.
You can find the Connected Customer KPI in the Goal Intelligence Report. These metrics come from a Lytics audience that is automatically generated under-the-hood using the criteria described above.
Why is this KPI important?
Connected Customers are valuable to your business. This KPI helps you understand how many Connected Customers you have and the impact of your marketing programs on user engagement. Lytics helps you gain more Connected Customers by refining your audience targeting and messaging strategies to improve engagement and ultimately increase the ROI for your marketing efforts.
What can I do with it?
Track your Connected Customers for a pulse on engagement levels across your active campaigns. Use this KPI to create a stronger base of users who are more likely to convert on current and future campaigns. You can also activate this Connected Customer audience in your downstream marketing tools such as Facebook, Salesforce Marketing Cloud, and more.
Below are additional resources that discuss related research on this concept within the MarTech industry.