The document presents a conceptual digital measurement framework for B2B customer lifecycle management, outlining the stages from customer awareness to engagement and support. It emphasizes the importance of various metrics such as engagement rates, customer satisfaction, and cost per action to optimize marketing strategies. Additionally, it identifies tools and methods for measuring and enhancing customer interaction throughout their journey.

1. © 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