The revolution began when the customer busted out of single-communication channels and went omni-channel – watching TV while surfing the web on the laptop while tweeting on the phone. Now it is your task to understand what metrics matter in this new world. You know what measures don’t matter because your CEO and CFO’s eyes glaze over when you talk about likes, emails sent and clicks. What’s needed desperately is an integrated, omni-channel marketing measurement framework that transcends channel silos and demonstrates what works best across channels and how it’s all impacting the business.
So let’s discuss a new wave of marketing metrics that really do matter now in a cross-channel world, including:
