MKTG2001 · Digital and Social Media Marketing
Customer Engagement & Social-Media Analytics
Week 4 is the analytical core of the unit and the direct engine of the Digital Marketing Performance Analytics task. It defines customer-engagement behaviour (CEB), the customer-engagement cycle, and the precise vocabulary of metric, goal, strategy, objective, KPI and ROI. You learn the Valid Metrics Framework, how to separate vanity metrics from actionable ones, and how to compute Net Promoter Score, engagement rate and social ROI — the calculations the analytics assessment marks.
What this chapter covers
- 01Customer-engagement behaviour (CEB) — customers' beyond-purchase behaviour (word of mouth, feedback, helping others), Van Doorn/Kumar
- 02Customer-engagement cycle (Sashi): Connection → Interaction → Satisfaction → Retention → Commitment → Advocacy → Engagement
- 03Vocabulary (Kaushik): metric vs goal vs strategy vs objective vs KPI vs ROI
- 04Valid Metrics Framework — Exposure, Engagement, Influence, Impact, Advocacy — with quantitative and qualitative metrics
- 05Net Promoter Score (NPS) = %Promoters − %Detractors; promoters 9-10, passives 7-8, detractors 0-6
- 06Social ROI (%) = Value / Investment × 100 (or (Value − Cost)/Cost × 100)
- 07Sentiment analysis, net sentiment and share of voice; vanity vs actionable metrics; the 'so what' test
- 08Competitor analysis tools (Rival IQ) and the SMM tools typology
Compute and interpret a Net Promoter Score
- +1Convert to percentages of the 200 respondents. %Promoters = 120 / 200 = 60%. %Detractors = 30 / 200 = 15%. (Passives, 50/200 = 25%, are excluded.)
- +1Apply the formula. NPS = %Promoters − %Detractors = 60 − 15 = 45.
- +1Interpret. NPS is a number, not a percentage; above 0 is good and around 50 is excellent, so 45 is a strong result — promoters clearly outweigh detractors.
- +1Why it can be negative. If detractors exceed promoters (say 20% promoters, 45% detractors → 20 − 45 = −25), NPS is negative. Passives never count, which is why the two percentages need not sum to 100.
Key terms
- Customer-engagement behaviour (CEB)
- Customers' beyond-purchase behavioural expression toward a brand — word of mouth, reviews, feedback, helping other customers — driven by motivational factors.
- KPI
- A key performance indicator: a metric chosen because it directly measures progress against a specific business objective, distinguishing it from an ordinary metric.
- Valid Metrics Framework
- An AMEC-adapted progression — Exposure, Engagement, Influence, Impact, Advocacy — that maps candidate metrics to stages of the purchase journey so KPIs track real outcomes.
- Net Promoter Score (NPS)
- A loyalty metric equal to %Promoters (9-10) minus %Detractors (0-6); passives (7-8) are excluded. A plain number, not a percentage; above 0 is good, ~50 excellent.
- Social ROI
- Return on social investment, ROI (%) = Value / Investment × 100 (or (Value − Cost)/Cost × 100), used to judge whether social spend paid off.
- Vanity metric
- A count that looks impressive (raw followers, total likes) but does not tie to a business objective; the 'so what' test rejects any metric that cannot drive a recommendation.
Customer Engagement & Social-Media Analytics FAQ
What's the difference between a metric and a KPI?
A metric is any number — a count like page visits or a ratio like conversion rate. A KPI is a metric you have chosen because it directly tracks progress against a specific objective. Every KPI is a metric, but not every metric is a KPI. The analytics task rewards choosing KPIs that map to objectives rather than listing every available number.
How do I avoid vanity metrics in the analytics assessment?
Apply the 'so what' test: if a metric cannot lead to a recommendation that improves a business result, do not report it. Raw follower counts and total likes are usually vanity; engagement rate, share of voice, net sentiment and conversion are usually actionable. Anchor each metric to a Valid Metrics category and an objective.
Is NPS a percentage?
No — it is a plain number from −100 to +100, calculated as the percentage of promoters minus the percentage of detractors. Passives (scores of 7-8) are excluded, so the promoter and detractor percentages do not add to 100. Above 0 is good and around 50 is considered excellent.
Can AI help me with the analytics calculations?
Yes — Sia can walk NPS, engagement-rate and social-ROI calculations step by step, generate fresh practice datasets, and check your metric-to-objective mapping against the Valid Metrics Framework. It explains the method and checks your working; it will not complete the graded assessment, and integrity rules apply.
Exam move
This is the make-or-break week for the 30% analytics task, which carries a 50% hurdle, so drill the calculations until they are automatic: engagement rate = (comments + likes + shares) / followers × 100, NPS = %Promoters − %Detractors, and social ROI = Value / Investment × 100. For every objective in your analytics build, name the Valid Metrics category and the KPI that tracks it, and run each candidate metric through the 'so what' test to strip out vanity counts. Practise on your two chosen brands using Rival IQ so your numbers are real. Confirm the exact task mode and rubric on Canvas, and ask Sia to set fresh datasets so you can rehearse the arithmetic under time pressure.
Working through Customer Engagement & Social-Media Analytics in MKTG2001? Sia is AskSia’s AI Business & Marketing tutor — ask any MKTG2001 Customer Engagement & Social-Media Analytics question and get a clear, step-by-step explanation grounded in how MKTG2001 is taught and assessed. Read this chapter free, then take your hardest questions to Sia.
