summarized reference to digital analytics and personalization to drive customer engagement in the digital marketing space. This framework can be personalized for small, medium and large organizations

1. Online Customer Engagement Analytics Framework
Customer
Lifecycle
Web 2.0 Clickstream Analysis
Competitive
Intelligence
Experimentation/
Testing
Outcome Analysis
Voice of Customer
(Brand)
Voice of Customer
(Experience)
Tools
Available
Adobe
Google Analytics
IBM
WebTrends
Yahoo! Web Analytics
Xiti
CoreMetrics
Piwik
DoubleClick
AdPlanner
Compete
Trends for Websites
HitWise
Technorati
Insights for Search
SpectSpect
Google Website
Optimizer
OptiMost
Test & Target
BTBuckets
Adobe
Google Analytics
IBM
WebTrends
Yahoo! Web
Analytics
Xiti
CoreMetrics
Piwik
iPerceptions
FeedBurner
4Q Suite
iPerceptions
CRM Metrix
Ethino
Foresee
UserTesting.com
Self Service (Market Research, Usability)
Small Biz
Priority
1 - - 2 3
Med Biz
Priority
2 - 4 1 3
Large Biz
Priority
3 5 4 2 1
Need Trigger
Initial
Consideration
Set
Active
Evaluation
Moment of
Purchase
Loyalty Loop
(Brand
Advocacy)
Post Purchase
(Experience)
Key
Question
What creates customer
need?
Do customers recall
my brand?
Do my product meet
customer need?
Do my sales effort
support my brand?
Do customers
advocate for my
brand?
Does this experience
meet customer
expectation?
Reference: Kawshik, McKinsey & Co