cmo.com – Gabriel Catalano®

How Much For A Facebook Friend?|vía @cmo_com

While marketers agree on the importance of putting a price tag on social media interactions, they also say the area is wide open to interpretation–and very misunderstood. Heads of marketing from Sears, Kimberly-Clark, Comcast and other brands discuss how they measure social ROI. |

ARTICLE HIGHLIGHTS:

Most marketers repeatedly refer to pinning down the real value of Facebook likes, Twitter favorites, and Pinterest pins as the “Holy Grail.”
“You don’t understand the true value of a like unless you understand the value of paid media around it.”
A click-versus-revenue figure would be a simple answer to the ROI question, but is not necessarily the right answer for top management.

Backtracking Vs. Forecasting
Many marketers analyze effectiveness by looking at before-and-after results of a campaign and then use that to model future efforts. For example, Continuar leyendo «How Much For A Facebook Friend?|vía @cmo_com»

How To Measure Your Loyalty Program’s Incremental ROI – vía @cmo_com

Prior to launching a loyalty program, smart marketers build ROI models…

Vía CMO.com
…that forecast incremental profits based on anticipated lifts across three key customer revenue variables: average order size, yearly purchase frequency, and yearly retention rates. These models make assumptions on funding, breakage, and participation rates to estimate results.

ARTICLE HIGHLIGHTS:

How can you tell what loyalty members would have spent if no program existed?
New customers are a particularly good segment to break out for high-level comparison.
The purest way to measure incremental lift is to randomly assign every existing and new customer to a control group.
Full article 🙂

For example, “Compare Members versus Nonmembers” section, we performed the following analysis:

• Identified every shopper, loyalty program member and nonmember that made at least one purchase over first three months of loyalty program. For the member group, the purchase had to be made within 24 hours of registering for the loyalty program.

CMO Wake-Up Call: Actionable Insights Await In The Contact Center – thnxz @incontactCMO

«Marketers are abuzz over numerous new ways to reach out and engage with customers«.

by Mariann McDonagh. Follow Mariann @incontactCMO

Social media is becoming a mainstay, mobile marketing is surging, and voice-of-the-customer (VoC) research programs are in vogue. Marketers are even setting up command centers to track and analyze online customer feedback. We’re learning how to listen, relate, adjust, and respond to customers in ways we never imagined.

ARTICLE HIGHLIGHTS:

The contact center presents a unique opportunity to hear the real voice of the customer.
Actual customer conversations are potentially more authentic than research gleaned from controlled studies.
Your contact center is on the front line of customer service

Full article? here 🙂