Leveraging Customer Engagement

Opportunities for General Mills

Xinyu Liu, Yuchen Luo, Ying Wang, Lingli Zhang

Agenda

Define

Profile

Regression

Business Insights

Engagement Metrics

Engaged Users

Magic

& Recommendations

Engagement Metrics

Personal-goal
brand relevance

High

Co-create
social share

Participate
print
Observe
open

Interact
review

email share

rate
Steve Rogers

favorite

click

Tony Stark

video
Low

visit

Low

2 engaged segments:

Interactivity

High

Steve Rogers: sharing is caring

Highest engagement in co-creating brand content.
Highest overall buying propensity.

Age: 51

Population: 122,458 (7.4%)

vs. inactive customers
Open Rate
1.1x

Co-create
50x

Tony Stark: Im too good

High engagement in observing, participating
and interacting with brand conversation

Age: 56

Population: 2480 (0.15%)

vs. inactive customers

Click Rate
1.1x

Observe
1.3x

Participate
2.4x

Interact
1200x

Regression Model
Segments examined:

Steve Rogers, Tony Stark, Sweetheart segments

Dependent variables:

Overall buying propensity, category buying propensity

nutrition, healthy,
organic, yogurt, etc.

baking dough
strudel

bars
ready-to-serve soup

Predictor variables (standardized):

Engagement metrics including open rate & click rate

kids
cereal

Regression Model
Non-linear relationship spline model
R is higher than other models
Multicollinearity:
Model 1:

Rate

Review

Open

Openrate

Click

Clickrate

Model 2:

Rate

Review

Open

Openrate

Click

Clickrate

Steve Rogers Loves Dessert!

Content co-creation behavior is related to higher propensity to buy dessert

Recommendation:
Reward program to increase social sharing
Collect badges with social sharing
Badges Level = Special Offers
Offer incentives in dessert category

baking dough
strudel

Come and Visit, Tony Stark

Average age 56, above average
Frequent visitors have higher propensity to buy GMI

Recommendation: expand segment

Facebook Targeted Ads

demographics: skewed older

interests: health, convenience

nutrition, healthy,
organic, yogurt, etc.

bars
ready-to-serve soup

Sweetheart Opportunities
Grow

Defend

where we want to increase engagement

Higher R:
Engagement can explain buying
propensity better

Click It and Grow

Low clicks, low GMI spending but high grocery spending
Higher clicks higher overall buying propensity, especially in dessert
and convenience category
Recommendation: more resources into email marketing
Customized email content to drive clicks
dessert or convenience-related content

baking dough
strudel

bars
ready-to-serve soup

Defend the Kids

Low grocery spend but high GMI spend
Highest level of co-creating brand content
More email shares higher propensity to buy kids category
Recommendation:
Instagram Campaign: #GMforkids @generalmills

Send email invitation to encourage participation

Share pictures and videos of (making) kids food

Reward for high likes

kids
cereal

Email Targeting is Mismanaged

More email opened Lower buying propensity

Were not sending emails to the right target audience!

Send customized emails to Grow and Defend

Thank You

Appendix

Engagement Metrics

Cluster Result

Tony Stark Profile

Inactive Customers Profile

Steve Rogers Profile

Sweetheart Segment Profile

Model Summary

Model Summary