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Web analytics

  1. 1. listen. learn. lead. crmmetrix, inc. The Customer-Listening Company crmmetrix, inc releases the much anticipated industry standard for measuring the effectiveness/ROI of brand websites. ‘The 6 Dimensions To Measure The Effectiveness/ROI Of Brand Websites’Prepared by: Hemen Patelcrmmetrix, inc.email: hpatel@crmmetrix.comTel: (201) 617-9889 | crmmetrix customer listening solutions | 2007
  2. 2. listen. learn. lead. Moving Towards Brand Website 3.0 – the challengeMain Objectives Of Brand Websites:• To continuously engage customers/prospects -> to drive revenue/sales + build brand equity + build customer relationships/loyalty• Customer service/support• To provide an experience that drives continuous engagement to the brandStrategies To Achieve Objectives:• Listen -> Learn –> Lead from your website visitors (manage what you know)• Create a consumer centric website, let your website visitors drive your website strategiesand not the agency For a useful measure of ROI, understand the business objectives behind the site and then measure the site based on achievement of those goals | crmmetrix customer listening solutions | 2007
  3. 3. listen. learn. lead. The 6 Dimensions – The Missing Metrics Background The driving force behind establishing the industry standard for ‘The 6 Dimensions – The Missing Metrics’ • crmmetrix, inc SiteCRM™ solution has been implemented by numerous fortune 500 brand websites • Measuring website success metrics for over 6 years and the only organization to build a global normative benchmark database • Measuring websites globally (North America, Europe & Asia) and across many verticalscrmmetrix has developed the industry standard 6 dimensions based on the extensiveexperience and challenges faced by our clients with respect to evaluating the websiteeffectiveness/ROI. The 6 dimensions of measurement has been mainly driven by ourfortune 500 clients. | crmmetrix customer listening solutions | 2007
  4. 4. listen. learn. lead.The 6 Dimensions To Measure The Effectiveness/ROI Of Brand Websites 1. Business Impact 1. Business Impact 6. CRM Impact 6. CRM Impact 2. Branding Impact 2. Branding Impact The 6 Dimensions 5. Campaign Impact 3. Site Performance 3. Site Performance 5. Campaign Impact 4. Visitor Quality 4. Visitor Quality | crmmetrix customer listening solutions | 2007
  5. 5. listen. learn. lead. The Interactive Brand Experience Search Engine/ Search Engine/ Keyword Keyword SiteCRM™ SiteCRM™ SiteCRM™ ROI SiteCRM™ ROI Exit (Test) Survey Exit (Test) Survey Module Survey Module Survey Online MarketingOnline Marketing Campaigns Campaigns Portals/ Portals/ Customer experiences The customer has left the site It has been a while since the Partner Sites the brand interactively and due to the interactive customer visited the brand Partner Sites browsing the brand brand experience has developed website. His visit experience website. several impressions with regards may have resulted in purchasing to the experience. Impressions the brand. Customer may have Other Sources relating to brand opinion recommended the site and the Other Sources change, purchase intent, site brand to his friends and family. performance. Customer also has Is the brand website experience many ideas to offer to improve driving business and branding the brand website visit impact offline? experience. Customer browses the internet and engages with the brand led by a campaign or on own motivation | crmmetrix customer listening solutions | 2007
  6. 6. listen. learn. lead. The 6 Dimensions – The Missing Metrics Majority of the questions highlighted within each module are mainly unanswered. 1. Business Impact 1. Business ImpactSome of the key metrics that need to be measured…a - Is the website visit experience driving lift in purchase intent with non brand users and brand users?b - Is the website visit experience driving offline purchase? Did the visitor purchase the brand after visiting the website?c- Is the website visit experience attracting visitors in purchasing mode and do they buy the brand after visiting the brand website?d – Is the website visit experience driving recommendation for the brand and the website? Also, did the visitor recommend the brand after visiting the website? 2. Branding Impact 2. Branding ImpactSome of the key metrics that need to be measured…a - Does the interactive experience of the website drive positive brand opinion change? Does the visitor feel better about the brand?b – Is the website content driving positive lift in brand image perceptions?c – Does the website build brand value? | crmmetrix customer listening solutions | 2007
  7. 7. listen. learn. lead. The 6 Dimensions – The Missing Metrics Majority of the questions highlighted within each module are mainly unanswered. 3. Site Performance 3. Site PerformanceSome of the key metrics that need to be measured…a – Is the site performing to my visitor’s expectations with respect to key site characteristics (content, navigation, speed of page download, appearance, etc)?b – Do I know which sections of my website are liked most?c – Do I know from my website visitor’s point of view what improvements I need to make on my website? Should the upgrade of your website be driven by your agency or by your customers?d – Is my website performing well in terms of visitors accomplishing their motivation to visit the website? Is the website delivering the right content to match visit motivation? 4. Visitor Quality 4. Visitor QualitySome of the key metrics that need to be measured…a - What are the different visitor segments? Is the website being visited by the right segments?b – Do I know the value of website visitors in terms of brand evangelist, high affinity, opinion leader, etc?c – What stage in the purchase lifecycle are visitors visiting the website? Are majority of the website visitors looking to purchase within next few days or did they just purchase the brand?d – How involved are website visitors in the category and brand? Do I know how frequently visitors purchase the category and the brand and the average dollar amount per transaction? | crmmetrix customer listening solutions | 2007
  8. 8. listen. learn. lead. The 6 Dimensions – The Missing Metrics Majority of the questions highlighted within each module are mainly unanswered. 5. Campaign Impact 5. Campaign ImpactSome of the key metrics that need to be measured…a – Which campaigns/search engine-keywords is driving lift in purchase intent and offline purchase of my brand? Do my media planners know which campaigns to optimize based on business impact ROI?b – Which campaigns/search engine-keywords is driving visitors that are in purchase mode versus purchased mode? Is the website delivering the right content for both these segments?c – Are the website visitors driven by campaigns accomplishing their reason to visit the website?d – Do I know which campaigns are driving the right segments to the website (brand engagement)? 6. CRM Impact 6. CRM ImpactSome of the key metrics that need to be measured…a - Is the website building customer relationships?b – How many of my website visitors registered for newsletter? What were the reasons for those who weren’t interested to join?c – Is the website content building a perception that the brand is trying to develop a relationship with the customer? | crmmetrix customer listening solutions | 2007
  9. 9. listen. learn. lead. The 6 Dimensions – The Missing Metrics Some Strategic ApplicationMeasuring these standard 6 dimensions provides actionable insights that relate to effective strategicplans moving forward. Below are some applications…1) Marketing/Advertising optimizationClose the loop from lead generation/client acquisition to offline/online purchase. This provides intelligence withrespect to which campaigns are driving purchases. The campaigns that are not driving key business metrics can betweaked to maximize effect. Intelligence media planners can utilize this real time data 24/7/365. For example - IfYahoo is driving more traffic but less business impact compared to MSN, then allocate more resources to MSN as it isdriving key business impact measures.2) Reasons why website visitors did not purchaseUnderstanding the reasons why website visitors did not purchase after their website visit provides ideas for how torestructure the content of the website to be more persuasive. This will drive purchases in the future. For example - Ifpricing is an issue, then the website content can be tweaked to communicate the differentiation and value versus othercompeting brands.3) Site design optimizationMapping the expectation and satisfaction of key site characteristics will highlight the non-performing characteristicswhich can be improved for better site performance. The design team will have valuable consumer driven insights towork from.4) Tracking conversion of non-customers to customersTracking the stage of purchase life cycle your visitors are when they visit your website provides information about thetype of visitors you are converting. For example - You would want to know the proportion of website visitors youconvert that were planning to purchase and have never purchased your brand before. And many more applications….. | crmmetrix customer listening solutions | 2007
  10. 10. listen. learn. lead. The 6 Dimensions – The Missing Metrics Next StepsThe first step to implementing these industry standard website measurement dimensionsstarts with a consulting call:Hemen at 201-617-9889 and/or email hpatel@crmmetrix.comWe’ll show you how these 6 dimensions of measurement fit your business objectives.Then we will work with you and your team to recommend the solution that will build long-term value for your business.Our solutions are designed to meet the customer intelligence needs of our clients and areadaptable to meet your objectives and budgets.We look forward to working with the same passion as we do with our other customers Your Brand Website Is Your Best Marketing Channel Your Brand Website Is Your Best Marketing Channel | crmmetrix customer listening solutions | 2007
  11. 11. listen. learn. lead. The 6 Dimensions – The Missing MetricsAbout crmmetrix, inc.crmmetrix is the leading provider of Customer-Listening solutions that allow companies to buildrelationships and drive innovation. Using proprietary methodologies and patent pendingtechnologies, crmmetrix’s solutions measure the relationship and engagement values of brandwebsites (SiteCRM™), capture the collective wisdom of customers, build brand community ofopinion leaders and brand evangelists that drive innovation and advocacy. The results arebetter products, improved customer loyalty, greater customer acquisition, and betteradvocacy, word of mouth and engagement. Many leading Fortune 500 companies worldwide aredriving their growth using crmmetrix’s customer-listening solutions. www.crmmetrix.com USA Office Europe Office crmmetrix, inc. crmmetrix SARL 700 Plaza Dr, 2nd Floor Le Viking Secaucus, NJ 07094 67 rue Anatole France Phone: 201.617.9889 92300 Levallois-Perret Fax: 201.617.8588 Phone: 33 1 41 05 90 10 Fax: 33 1 47 58 55 23Intellectual Property Disclaimer:This document ‘The 6 Dimensions To Measure The Effectiveness/ROI Of Brand Websites’ is the intellectual property of crmmetrix, inc.The business process mentioned in this document is the property of crmmetrix, inc, protected by law.You may not reproduce in whole or in part, in any manner, without the prior written consent of crmmetrix, inc.You may print as many copies as you like and also share the document with your colleagues. | crmmetrix customer listening solutions | 2007

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