©themarketingmojo The CMO & Customer Centric Metrics Prepared For: By: Marcus R. Tewksbury August 18 th , 2008

The CMO &

Customer Centric Metrics

Prepared For:

By: Marcus R. Tewksbury

August 18 th , 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

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

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 Competition Defection Leads Prospects Education Evaluation Purchase Acquisition Retention Service Customers

Across multiple channels. Customer Centric Metrics ©themarketingmojo Brand Direct Addressed Broadcast Engaged Pitch Catch Buzz Sentiment TV Radio Print Web Email Mobile Search 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

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

©themarketingmojo Thank You Marcus R. Tewksbury [email_address] 312.404.4835

Thank You

Marcus R. Tewksbury

[email_address]

312.404.4835