Call Center Satisfaction in Dollars And Cents
Numbers abound in customer service centers. Without breaking too much of a sweat, marketers are able to track the number of calls received during an hour or a shift; whether representatives are able to resolve queries without needing to consult with a manager; and if calls are handled within a certain period of time. But are these metrics necessarily the most beneficial ones?...
How to Build a Media Mix Model
Confused about how to attribute credit for sales and brand-building success? You’re not alone. It’s a hot topic given the level of media spending in digital formats and continued media fragmentation. But there’s a way to do it called media mix modeling. And it should be at the head of every marketer’s priority list. ...
Search Engine Measurement and Brand Advertising
Measurability has made search engine marketing. In large part, its success as an online medium was built on two factors: One, everybody searches the Internet, and more and more they’re doing it before making a purchase. But what does that mean to brand advertisers?...
ROI Buffet
Marketers wondering whether their Web site search engine optimization costs are paying off have a tool at their disposal to evaluate its ROI. ...
Firms Say Measure, Marketers Ask How
Here’s an odd sort of metric for marketers to track: In how many ways can their companies shoot them in the foot?...
How to Measure Online Marketing Success
Advertising exists to help companies make money. That's it. There are no moral victories in marketing....
Direct Mail Response vs. E-Mail: Which is Higher?
Looking to increase returns? Go digital. Whether campaigns are sent to outside mailing lists or house files, marketers anticipate—and have seen—higher responses to their e-mail efforts than they have to traditional mailings, according to two studies by Direct magazine. ...
Branding: The New Direct Marketing Metric
Direct marketing practitioners have always prided themselves on being able to quantify the behavioral impact of their marketing efforts. What has changed is the speed at which all this occurs....
Measuring Music: The Impact of Sounds on Brand Loyalty
For brand marketers, the sound of music might be the chime of a cash register. In fact, 96% of consumers are more likely to remember a brand if it is paired with music that fits the brand identity. ...
Marketing and Finance Are Out of Step: Survey
Oh, dear. Here’s more proof that marketing and finance are not in sync. A new survey by TargetBase shows that only 8% of all marketing execs feel that their firm’s marketing and financial goals are in lockstop. ...
The Top Metric? It’s Not Lifetime Value
What marketers want to measure and what they are measuring may be two different things, according to a survey from WebTrends. For example, only 19% are now measuring customer lifetime value, although 83% feel they need to do so. ...
The Science (and Art) of Web Analytics
For better or worse, the Web is perhaps the most infinitely measurable marketing medium we’ve got today. But that measurability can also be a hindrance to selling well on the Internet. How do you know what metrics are important for your specific situation? ...
Marketers Admit: We Don't Get Web Metrics
Most marketing execs pay lip service to the notion of accountability. But a staggering 84% say that their firms’ ability to measure Web marketing is limited at best. ...
The Effect of Price on Performance
“If you haven’t overcharged at least once, you aren’t charging enough.” On the surface, overcharging and potentially alienating customers may not seem like the soundest of marketing advice. But a series of tests conducted by MarketingExperiments.com, an online strategy consultancy, showed that there are no hard-and-fast rules when it came to pricing goods and services. ...
The New Tools from Google and Yahoo!
(Searchline) Google and Yahoo! Have moved to offer search advertisers sophisticated analytics tools that they hope will encourage firms to pour more budget dollars into their paid-placement campaigns....
How to Become a Measurable Marketer
How does a traditional marketer become a measurable marketer? While most organizations, B-to-B, B-to-C or nonprofit, exclaim “marketing accountability is a top priority,” most don’t have the necessary metrics in place to quantify their efforts. ...
Understanding Allowable Cost Per Order
No matter what the branch of marketing a firm is in or where that branch fits on the continuum, every successful marketer knows that there is a finite amount that an organization can afford to spend on each customer to promote its product or service. We call this the “Allowable Cost Per Order” or ACPO. ...
Reichheld’s New Metric: The Net Promoter Score
Fred Reichheld stunned marketers in 1996 when he argued in The Loyalty Effect that a 5% improvement in retention can boost profits by up to 100%. Now he is about to shock them again. ...
Book Excerpt: Word-of-Mouth Economics at Dell
Some marketers may shy away from measuring the Net Promoter Score because it sounds too complex. But others are not daunted. Here is how Dell calculated the value of detractors and promoters for its consumer business....
Be Careful with ROI!
I love direct marketing! It’s one of the few marketing disciplines where we (think) we’ve got all the numbers necessary to measure success and predict the future. ...
Measuring the True Impact of E-Mail on Overall Sales
In a truly integrated marketing plan, every ingredient plays a vital role. The fact that you can’t directly attribute a sale to every e-mail message doesn’t mean the e-mails aren’t working. ...
What’s The Best Bang for the E-Buck?
By a three-to-one margin, marketers said optimizing a Web site for to attract search engines is a better bet for solid returns than paid search listings, according to a study by JupiterResearch....
Less is More in Loyalty Programs
In approaching loyalty programs, too many companies think that they have to be all things to all customers. As a result they design programs that are either too expensive, or offer inadequate rewards. ...
A Letter From Lester Wunderman
Don Peppers and Martha Rogers maintain that “Return on Customer Value is in fact that rarest of things in business—a truly new idea." I would like to thank them for the compliment because my clients, my agency and I seemed to recognize and use long-term customer value, and even wrote about it long before they did. ...
What's New is Old: An Answer to Peppers and Rogers
In their rebuttal to the CRM Cynic, Peppers and Rogers wrote: We’ve been searching the academic and trade literature for two years and we haven’t found a single example. That’s why we maintain that Return on Customer is in fact that rarest of things in business—a truly new idea." They should have checked Google. ...
