AESP & Brillion Webinar Series Part 3/3: Measuring What Actually Matters in Modern Customer Engageme

When:  Mar 19, 2026 from 01:00 PM to 02:00 PM (ET)

AESP 3-Part Webinar Series: Modern Customer Engagement for Utility Programs

Series Value: This three-part series equips program managers, marketing directors, and DSM leaders with practical frameworks to transform customer engagement from a tactical marketing activity into a strategic business capability. You'll learn how to coordinate engagement efforts across departments, make smarter use of data you already have (and identify what's missing), and build business cases that demonstrate measurable value even when perfect attribution isn't possible. Whether you're struggling to get customers enrolled, working with limited marketing resources, or trying to prove ROI to stakeholders, this series provides actionable approaches you can implement immediately.

Session 3: Measuring What Actually Matters in Modern Customer Engagement 

Description: "Support program enrollment." "Reduce call volume." "Build awareness." These program objectives are common, but they make it nearly impossible to measure whether engagement efforts are working or to build business cases for ongoing investment. Many utilities also lack the attribution systems and baseline data that would enable clear ROI analysis. This session provides frameworks for defining measurable objectives and demonstrating value—even when perfect attribution isn't possible. 

What You'll Learn: 

  • How to translate program needs into measurable engagement objectives with clear success criteria 

  • Strategies for establishing baselines and demonstrating value when perfect attribution isn't possible 

  • Why some marketing metrics (customer trust, relationship strength) matter for long-term program success 

  • Building business cases that justify sustained investment beyond one-off campaigns