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Customer Centric Metrics

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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 …

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.

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  • 1. ©themarketingmojo
      • The CMO &
      • Customer Centric Metrics
      • Prepared For:
      • By: Marcus R. Tewksbury
      • August 18 th , 2008
  • 2. 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
  • 3. 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
  • 4. Need metrics that optimize interactions… Customer Centric Metrics ©themarketingmojo Discovery Competition Defection Leads Prospects Education Evaluation Purchase Acquisition Retention Service Customers
  • 5. 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
  • 6. 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
  • 7. ©themarketingmojo
      • Thank You
      • Marcus R. Tewksbury
      • [email_address]
      • 312.404.4835