Brand Engagement Score


#1

Hi,
I am Pravat, an analytics profession at an MNC.

I have a problem determining a consumer engagement score-either at a brand level or across brands:

Suppose I have some historical campaign outcomes for which I have parameters/inputs such as 1. Campaign Channel, e.g., OBD, SMS or Email, 2. Type of campaign, e.g., redemption, awareness etc. 3. Response time, e.g., responded in 1st call, 2nd call etc.

My questions are:

  1. How to score this customer at each of these parameters, I mean is there any scientific way backed by statistics or some subjective scores allocated?
  2. How to aggregate these individual parameter scores to a single score for a consumer at a brand level?

Thank you in advance.
It would be really great if you can propose some solution to me.

Thank you & regards
Pravat