The first article singles out four specific metrics the author thinks are the most important when analyzing ad campaigns: Lifetime customer value, online/offline bounce rates, web site dwell time, and estimated campaign ROI.
The second article talks about 6 common metrics that are usable for every business. They include the number of sales calls made, number of sales calls per sale, sales cycle duration, customer value, cross-selling and up-selling, and client retention.
Key Managerial Takeaways:
- In order to truly analyze a campaign, you need to go beyond the basic metrics most companies use
- It’s important to prioritize the objectives of a campaign in order to determine which metrics should be used
- CRM software costs a lot upfront but when used properly it will pay for itself in no time
- Some metrics can be applied to any type of business and yield success
Article References:
Hawthorne-Castro, Jessica. "With Campaign Metrics, You Need to Go Beyond the Basics." CRM Magazine. CRM Media, 03 Sept. 2015. Web. 06 Sept. 2015.
McCord, Paul. “6 Key Metrics for CRM ROI - Base CRM Blog.” Base CRM Blog. Baseline, 25 Nov. 2013. Web. 08 Sept. 2015.
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