customer centric metrics
DESCRIPTION
Exec Summary: Marketing organizations are facing unprecedented challenges. Traditional above the line techniques are producing diminishing returns; A host of new technologies are enabling a multitude of new engagement strategies; and economic conditions are mandating a commitment to demonstrable performance. While all of these must be addressed, the fundamental starting point needs to be with an analytical, continuous improvement program - one that embraces ROI and drives maximizing LTV. Ultimately, this will be accomplished by analyzing the interaction points and developing an optimal treatment path for high value segments.TRANSCRIPT
©themarketingmojo
The CMO &Customer Centric Metrics
Prepared For:
By: Marcus R. TewksburyAugust 18th, 2008
The marketing organization is facing change…
Customer Centric Metrics©themarketingmojo
Above-the-line is losing efficacy Reach Addressability
Crush of new technology Web 2.0 Mobile
Economic fundamentals Continuous Improvement Demonstrable ROI
Current metrics are insufficient…
Customer Centric Metrics©themarketingmojo
Marketing metrics tend to be very channel or campaign centric CPM, Conversion, RFM Model, Buzz, etc.
Last click / touch attribution Typically lack hooks to profitability
Marketing spends need to be evaluated by their ability to drive LTV in
high value segments
Need metrics that optimize interactions…
Customer Centric Metrics©themarketingmojo
Discovery
CompetitionDefection
Leads
Prospects
Education
Evaluation
Purchase
Acquisition
Retention
ServiceCustomers
Across multiple channels.
Customer Centric Metrics©themarketingmojo
Brand Direct
AddressedBroadcast Engaged
Pitch Catch
BuzzSentiment
TV
RadioPrint
WebEmail
MobileSearch
Customer Relationship Marketing Framework
Response
Closing the loop
Customer Centric Metrics©themarketingmojo
Marketing Organization is Hurting Demonstrate ROI
Current Metrics are Insufficient Shift focus to key segment LTV
Optimize interactions Define value in the eye’s of high value segments
Customer Centric Build unified, cross-channel approach
