This document discusses measurement plans for customer experience management (CXM). It provides examples of key performance indicators (KPIs) to focus on, such as delivery and open rates for email tracking. Macro and micro conversions as well as customer lifecycle are approaches for deciding critical metrics. Measurement involves planning, tagging, testing, reporting and optimization. A case study shows how Microsoft personalized 550 email versions based on behaviors. Measurement plans lay out strategies for tools, tagging, testing, and timeline to implement recommendations. Students will create a measurement plan and presentation for a chosen company.

1. CRM & Measurement Plans
ISM 6910 – Week 7

2. Week 7 Topics
• Email –> CRM -> CXM
• Measurement Plans & Examples

3. Email, CRM, and CXM

4. Email tracking
At a minimum most email vendors should be able to set
up tracking to record:
• Delivery & Delivery Rate
• Open & Open Rate
• Email clicks
• Unsubscribes
Outside of tracking they should also depending on $$:
• Help manage email list
• Manage unsubscribes
• Help with the actual email development
• Help manage email tests and QA
• Set up tracking and provide reporting

5. Delivery Rates
Delivery & Delivery Rate – Number of emails that were successfully delivered to their
email recipients. This helps email marketers track how “clean” their lists are.
Note: Anything below a 90% delivery rate means you should probably take a look at your
list.

6. Open Rates
Opens & Open Rate - Number of emails that were opened by an email recipient. This number is
also typically used to measure the reach of a campaign. Can also indicate or test the
effectiveness of a email’s subject line.
Case Study: For each campaign the Office team would send
out several test emails to a small sample of the email list to see
which subject line drew the most opens. The winning subject line
would then be used for the fill list of customers.
Note!!!! The email recipient has to download the images to fire
the email, i.e. track that the email was opened.

7. Email Click Metrics
Clicks – Number of link or button clicks made within an email
Click Through Rate (CTR) = Clicks / Emails Delivered – Used to
track how effective an email campaign has been in driving
conversions off of the email list.
Click to Open Rate = Clicks / Open – Used to measure and
optimize how effective the content within an email is.

8. Unsubscribe Rates
Unsubscribe Rate – Number of email recipients who clicked on the unsubscribed link and asked to
be unsubscribed from the email list. Too many unsubscribes is a big red flag! Most people just
ignore emails, unsubscribing is a very intentional act.

9. Email end actions
Note: most email vendors stop tracking after the click through, but a
user’s data can be passed to other tracking systems through redirect
links or web analytics campaign IDs

10. Email Best Practice #1
Don’t over do it with lots of CTAs (Calls To Action)! This email is an OK
example of doing it right. There is really only one link in the email
recipient can click on, and that takes them to the CLE. One downside
to this email might be the email has all the info you need so why bother
to click through?

11. Email Best Practice #2
Test before you send! This goes for checking for copy errors, link issues, and test for
different email platforms. A lot can also be learned by test multiple subject lines on a small
random sample before sending the full list.

12. Email Best Practice #3
Don’t forget about the Pre-Header. Most email programs pick up the first sentence or so of
an email and place it below the email subject line. Adding some additional info to the top of
the email can go a long way in improving open rates.

13. Email Best Practice #4
Don’t forget about site side tracking! Once an email recipient clicks through on a
link, tracking ends on the email vendor side/tool. You’ll need to use redirects or campaign
IDs to connect your email campaigns to your site analytics. If you don’t, email visits will be
reported as direct traffic.

14. History of CXM
Started out as database
marketing for direct mail…
(aka Junk mail)
Became database marketing
for e- mail…
(aka SPAM)

15. History of CXM (cont.)…
Database marketing expanded to
other channels becoming CRM…
CRM is now becoming CXM, where
brands and companies interact with you
on a one-to-one basis…
Website and email content along with sales
promotions, and even customer care scripts
are now tailored to a specific customer or
customer profile.
CRM
Direct mail
E-mail Purchase
history
Customer care

16. CXM Optimization
A lifecycle strategy approach focuses on individualizing experiences based on a user’s current
needs based on where they are in the customer lifecycle.
Blending personalized content across email,
social, and site side experiences creates a
seamless, compelling, and satisfying
experiences that compliments each developer’s
specific needs.
CRM is a key and integral component of the
overall targeting and optimization strategy
already mentioned in pervious slides.

17. CXM case study
Microsoft Office 365
Razorfish worked with the Office CXM team to develop a customized, behavior-based framework with
over 550 email versions. The emails and their content are dynamically served based on a variety of
behaviors, attributes and languages.

18. 18
CXM case study
MGM Resorts: Personalization & Efficiency
Razorfish worked across business units to create
and implement a scalable digital RM strategy and
framework to serve the needs of all 17+ MGM
properties. Collaborated with IT, marketing, and
technology partners to evolve platforms, data, and
teams to sustain the RM strategy and drive
continuous improvement.

19. Feedback Model

20. CXM Platform Example

21. 21
Measurement Plans

22. Focus on the critical few
Its all about a handful of KPIs, don’t get overwhelmed by tracking and
interpreting every possible metric.
• Example – share of search, what can you do to improve that metric? We’ll
talk more about this one next week.

23. Macro and Micro Conversions
Another great method taken from the book on how to decide what the
critical few should be
$Support Research Careers
Traffic to
Website
Traffic to
Website
Conversion
Macro ConversionMicro Conversion
Micro
Conversio
n
Micro Conversion

24. Steps to purchase
Another great approach is optimize the funnel, i.e. the different steps
a customer typically takes before making a final
purchase/conversion.

25. One more approach
Another great approach is focus on the customer’s lifecycle.
Customers will have different needs and will use your site differently
based on where they are in the customer lifecycle. This approach is
great for service type products and sites.

26. Measurement
Planning
Tagging &
Integration
Test Planning
Integrated
Reporting
Optimization
Engageme
nt
Advocacy
Value
Loyalty
• Develop KPIs and Metrics
• Provides framework for
tagging, reporting, testing,
and optimization
• Based on measurement
plan, collects the data
necessary for reporting,
testing, and analysis.
• Benchmarks metrics and
KPIs from measurement
plan against business
objectives.
• Create and implement
test plans against
hypothesis, that will
improve site performance
against set business
objectives.
• The ongoing process of
refining content and
design based on reporting
and test results.
Purpose of a measurement plan

27. 27
Client Engagement (Site Dev.)
RFP
Pitc
h
Discover
y
UX Wireframes
Content Matrix
Client
Agency
Team
UX Team
Copy Writers
Site Dev
Creative
Brief
Dev Team
M. Plan
Tag Imp.
Strategy
Web
Analytics Reporting

28. Measurement Plan Examples…

29. Measurement Plan Assignment
Measurement Plan & Presentation – (Grade 60%)
For the final assignment each team will pick a company and develop a measurement plan which they
will then present to the class. The measurement plan should touch on all of the major subjects covered
in the class and will serve as a final document that could be used as a blue print for your chosen
company on how to implement your team’s strategic recommendations.
The measurement plan should cover:
An overview of the company’s online strategy
A specific strategy plan covering:
Site Side strategy
Paid campaign strategy
Social strategy
Search strategy
Measurement tool recommendations
Testing and optimization strategy (including tools if any)
Timeline and implementation plan
Tagging strategy
The written measurement plan will be accompanied by a PowerPoint presentation, and each team will
be given 1 hour to present their project.