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© Copyright 2011 Martin WalshConceptual Digital Measurement Framework Ver1                                                ...
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Digital Measurement Framework Summary by Martin Walsh

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This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.

This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh

Publicada em: Negócios, Tecnologia

Digital Measurement Framework Summary by Martin Walsh

  1. 1. © Copyright 2011 Martin WalshConceptual Digital Measurement Framework Ver1 http://twitter.com/martinwalshCustomer 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 • CommunityCustomer 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