There Is No Single Best Measure of Your Customers - Thorsten Wiesel, Peter C. Verhoef, and Evert de Haan. By Thorsten Wiesel, Peter C. Verhoef, and Evert de Haan | 10:11 AM July 11, 2012 Single-question customer metrics have become very popular. Companies all have their favorites. Some go for the traditional Customer Satisfaction measure, others the now famous Net Promoter Score. The most recent addition to this panoply is the increasingly popular Customer Effort Score, which tracks the amount of time and effort that customers have to put into solving after-sales problems. Each claims to be the one metric that managers need to measure, monitor, and act on, because it promises a better correlation with business performance than any other existing measure. So which of these is actually the best?
But the picture is rather different if you correlate the three measures with customer loyalty. What’s the Best Customer Measure? What accounts for these huge differences? The takeaway from his comparison is that you need to be very careful what you use your metrics for. 4 Ways to Measure Social Media Success With Free Tools. Do you know if your social media promotions or campaigns were successful? For many businesses, it can be easy to label a social campaign a huge hit or a blatant blunder, but which elements made the campaign successful? There are an array of powerful and free tools that can be used to help you understand the successes and failures of your social media promotion or campaign. Let’s dive into four easy ways you can use free products to break down the different elements of a social promotion. #1: Track Actions Visitors Take One way to better understand your social campaign as a whole is to understand how your users find out about it.
Event Tracking, as mentioned in my previous post on integrating social media on your website, has the ability to report the behavior of website visitors by tracking certain actions they take. For example, Event Tracking can be used to track the number of times a video on your site is played, a file is downloaded or a certain link is clicked. The Results The Better Tweet. Tablets fuel new habits. Worldmeasurementnews: Framing the World of Predictive Analytics. Analytics: How to Get Clients to Track the Correct Metrics. In an ideal world everybody uses analytics tools in a way that ensures that conversionsleadssalesROI get tracked and both client and SEO can see where the most valuable visitors come from and how SEO efforts contribute to the overall success of a site.
Sadly, in reality it’s not always as easy to accomplish. While it’s now easier to sell analytics services to clients (as everybody agrees that you need them and clients are quick to give you access to Google Analytics), in many cases there are lots of issues that combined make you apply SEO tactics blindly. In recent years many clients of mine (not SEOptimise clients), even some having good knowledge of SEO themselves, have failed to establish and provide a working measurement system for the long term SEO campaign. I’ve seen a lot of great resources on how to measure ROI or prove the value of SEO.
It doesn’t suffice to know how when you can’t make the client track the correct metrics according to the highest standards though. Ten Ways to Show Inbound Marketing ROI with Multi-Channel Funnels - Marketing for Squarespace Blogs - Big Picture Web - Often, people find you through blogs, social media and other forms of inbound marketing, but don't buy from you that day. When they do come back and do business with you, your inbound marketing channel may not get the credit it deserves for its role in the sale. As a result, inbound marketing ROI often tends to be understated. That is, until Google rolled out Multi-Channel Funnels last week. Rejoice all those who love great content, then take a look at these ten ways to show inbound marketing ROI with Multi-Channel Funnels from Google Analytics.
Many Roads Lead to Rome (and Conversion) Inbound marketing may not always be the channel that converts, but it's often responsible for paving the way to new business. Here are ten ways to use Google's new Multi-Channel Funnels to illustrate the rich interactions inbound marketing creates and to show inbound marketing ROI. 1. The new Multi-Channel Funnels work right out-of-the-box with your existing goals from your Google Analytics account. 2. 3. “Physics Envy” in Marketing: Former Physicist Turns Marketer « Brain for Business. The Seven Deadly Sins of Measurement. The late Mike Hammer always delivered the unexpected in a strong voice with an intelligent edge that woke you up. When we coauthored Reengineering the Corporation, I discovered that no partner could have been more insightful, more probing into the behaviors of companies and their managers.
Mike also had a great talent for metaphor. He said that inefficiencies were like fat marbled into a piece of meat, and that to get costs out you had to grind up the company and fry out the fat. That metaphor never made it into our first book. I told Mike that executives wouldn’t respond well to the notion of treating their companies so brutally. But that didn’t stop Mike from being a radical thinker, always challenging the way things are done. . — Jim Champy Excerpted from Chapter 2 of Faster, Cheaper, Better: The 9 Levers for Transforming How Work Gets Done Vanity. A far better metric would be performance against customer request date.