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 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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Customer Centric Metrics

  1. 1. ©themarketingmojo <ul><ul><li>The CMO & </li></ul></ul><ul><ul><li>Customer Centric Metrics </li></ul></ul><ul><ul><li>Prepared For: </li></ul></ul><ul><ul><li>By: Marcus R. Tewksbury </li></ul></ul><ul><ul><li>August 18 th , 2008 </li></ul></ul>
  2. 2. The marketing organization is facing change… Customer Centric Metrics ©themarketingmojo <ul><ul><li>Above-the-line is losing efficacy </li></ul></ul><ul><ul><ul><li>Reach </li></ul></ul></ul><ul><ul><ul><li>Addressability </li></ul></ul></ul><ul><ul><li>Crush of new technology </li></ul></ul><ul><ul><ul><li>Web 2.0 </li></ul></ul></ul><ul><ul><ul><li>Mobile </li></ul></ul></ul><ul><ul><li>Economic fundamentals </li></ul></ul><ul><ul><ul><li>Continuous Improvement </li></ul></ul></ul><ul><ul><ul><li>Demonstrable ROI </li></ul></ul></ul>
  3. 3. Current metrics are insufficient… Customer Centric Metrics ©themarketingmojo <ul><ul><li>Marketing metrics tend to be very channel or campaign centric </li></ul></ul><ul><ul><ul><li>CPM, Conversion, RFM Model, Buzz, etc. </li></ul></ul></ul><ul><ul><li>Last click / touch attribution </li></ul></ul><ul><ul><li>Typically lack hooks to profitability </li></ul></ul><ul><ul><li>Marketing spends need to be evaluated by their ability to drive LTV in </li></ul></ul><ul><ul><li>high value segments </li></ul></ul>
  4. 4. Need metrics that optimize interactions… Customer Centric Metrics ©themarketingmojo Discovery Competition Defection Leads Prospects Education Evaluation Purchase Acquisition Retention Service Customers
  5. 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. 6. Closing the loop Customer Centric Metrics ©themarketingmojo <ul><ul><li>Marketing Organization is Hurting </li></ul></ul><ul><ul><ul><li>Demonstrate ROI </li></ul></ul></ul><ul><ul><li>Current Metrics are Insufficient </li></ul></ul><ul><ul><ul><li>Shift focus to key segment LTV </li></ul></ul></ul><ul><ul><li>Optimize interactions </li></ul></ul><ul><ul><ul><li>Define value in the eye’s of high value segments </li></ul></ul></ul><ul><ul><li>Customer Centric </li></ul></ul><ul><ul><ul><li>Build unified, cross-channel approach </li></ul></ul></ul>
  7. 7. ©themarketingmojo <ul><ul><li>Thank You </li></ul></ul><ul><ul><li>Marcus R. Tewksbury </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>312.404.4835 </li></ul></ul>

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