In this part 2 of 'What's Wrong with Metrics', Larry Freed provides a summary of what's is actually wrong with metrics often used by marketers. He also discusses the differences between feedback and measurement and how we can better satisfy our customers.
Often, metrics used to assess success are misunderstood, misinterpreted, and misleading. They measure KPIs important to the organization instead of what is critical in the customers’ eyes. This leads companies down a path of reactive management, but how can organizations proactively manage when most metrics look backwards?
As demand for access to online banking continues to grow and more customers rely on smartphones for managing their finances, banks and other financial service companies would do well to ensure that these transactions are easy to perform and that the cross-channel (mobile, web, call center) customer experience is as seamless as possible.
In Part II of Measuring the Value of Social Media, Gary Platte describes how Pure Michigan analyze their visitors' satisfaction, both on the website and on their social media channels.
In this presentation, delivered at the eMetrics Marketing Optimization Summit Washington DC 2010 by Gary Platte, we learn more about how Michigan Economic Development Corporation assesses the success of their site and social campaigns.
Anna O'Brien talks about how Citigroup got started building a measurement program and having that influencing how they go forward. She walks us through the five steps used in the strategy they build for their social media program.
In this presentation, Jamie Papas talks about what makes a successful community. She compares online communities to parties from several different points of views. Community managers are the linchpin of a vibrant group, they are the instigators and catalysts of conversations. Like a gracious host, they are essential to encourage dialogue, initiate new discussion topics, make introductions and smooth over the jagged edges of social interaction.
If social media is part of your marketing plan, you’re already aware of the benefits of education, awareness, and brand building. These strategies are also at the core of display advertising, which offers the added benefit of reaching only your qualified prospects – wherever they travel online. If you’re not already doing display, don’t miss out on this opportunity to try out one of the greatest, untapped marketing channels you have available.
A cohesive customer experience management strategy prevents much of pain associated with ineffective customer experiences online. A customer-centric approach to identifying such issues and preventing them from escalating out of control can keep your website from becoming the topic of the next #fail—or the late night talk show circuit, for that matter.