Customer Value/Experience

While web analytics have been around for the better part of two decades, at many businesses, online analytics teams remain segregated from the rest of the organization. It's time to break down the silos between digital analytics and the rest of the marketing function in order to better demonstrate the impact online and social media marketing efforts can have on the business...

In the latest installment of our Meeting of the Minds webcast series, Professor Don Lehmann of Columbia Business School will discuss the emergence of customer lifetime value (CLV) as a key performance metric - what it is and how to measure it...

Topics to make CFO/CMO interactions more productive

If you’re a B2B marketer, here are two things you can do to help your company come keep its top and bottom lines intact.

While there’s no debating the benefits of referrals and other positive word-of-mouth (WOM) activities, the challenge is understanding the impact of WOM as a driver of business growth — and communication with upper management about what we’re trying to accomplish and why.

If you missed Part 1 of this series, we outlined the pros and cons of using a dashboard approach to measuring marketing effectiveness vs. an analytical modeling process. Ultimately, you’ll likely need elements of both to develop a comprehensive measurement structure. But in some cases, it makes sense to start with a dashboard and build your knowledge and understanding rather than investing in rocket science analytics that may miss their insight target completely.

The marketing dashboard is intended to track both the inputs — the marketing activities being undertaken — and the outputs — the financial results generated. If you’ve followed closely so far, you can see that leaves the possibility of a gap in the middle — the asset that’s being created in the form of the “potential value” that hasn’t yet materialized in a way it can be measured on the P&L. Many refer to this as the “long-term” value of marketing investment, although in truth it may not take more than a few months to materialize.

A recent study in the Academy of Marketing Science Review looks at how market-driving companies are using risk-taking, innovation, and intelligence to leave their competition in the dust.

As marketers establish competency at measuring the traditional elements of their marketing programs, an entirely new group of key performance metrics is beginning to come into view. We look at seven such metrics that could have significant impact on marketers’ future measurement efforts.