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© Copyright 2011 Martin Walsh
Conceptual Digital Measurement Framework Ver1 http://twitter.com/martinwalsh
Customer Lifecycle (B2B) Post Sales
Perceptual Connect to
Unaware of Need to Understand Want to Investigate Ready to Talk to Plan to Deploy &
Journey of Capabilities Value / Evaluate Vendor Develop Skills
Use & Extract Value Community to
Customers Share & Engage
Customer Engage, Advocate
Awareness Interest / Research Consideration Purchase Intent Purchase & Deploy Use & Support
Lifecycle or Detract
• Discover • Education • Product • Whitepapers / • Learn • Help • Troubleshoot
• Learn About • Research Comparisons TCO Reports • Stay Up To Date • How To • Community
Customer Interest • Trust • Benefits • Evaluation/Trial • Pricing / • Downloads • eLearning Contribution
/ Tasks • Authority • Value • Analysis Licensing • Q&A’s • Forums
• Case Studies • How to Buy • Customer Support
Get Attention / Get
Digital Strategy Found
Inspire / Inform Influence, Persuade, Engage, Convert Satisfy Retain / Energise
Maximise Reach , Optimise
Measurement Maximise Optimise Maximise Customer Up Sell / Cross Sell /
Discoverability & Conversions / End Maximise Sales
Objective Engagement Engagement Satisfaction Retain
Initial Responses Actions
Ad Serving / Tracking – DoubleClick / Atlas
Search Engine Marketing – Marin & Covario
Data Sources Marketing Automation ((Email, Leads Nurturing &Management) – Unica, Exact Target, Responsys CRM- Dynamics CRM, Salesforce.com
Web Analytics – Coremetrics, NetInsights, WebTrends, Omniture, Google Analytics
Customer Satisfaction – Comscore, Get Satisfaction. Social Media / Sentiment – TruCast, Radian6, Converseon, Nielsen
Content
Impressions Unique Visitors # End Actions (EA) Churn Lifetime Value (LTV)
Engagement Rate
Initial Response Landing/Entry Page Cost per Engaged
Cost Per End Action (CPEA) Opt Out Rate
Rate (IRR) Engagement Rate Visit
KPI’s
Cost Per Initial Continued Action Cost Per Visit that # Prospects /
(Examples and not Response (CPIR) Rate (CAR) Consumes Responders
Lead Scoring
Exhaustive)
Leads / Win
Share of Voice Cost per Prospect
Revenue / Sales
Qualitative - CSAT (customer satisfaction), NSAT (net satisfaction), Sentiment