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© Copyright 2011 Martin Walsh
Conceptual Digital Measurement Framework Ver1                                                                                                                                http://twitter.com/martinwalsh

Customer Lifecycle (B2B)                                                                                                                                              Post Sales
   Perceptual                                                                                                                                                                                    Connect to
                          Unaware of              Need to Understand         Want to Investigate              Ready to Talk to            Plan to Deploy &
   Journey of             Capabilities                  Value                   / Evaluate                       Vendor                    Develop Skills
                                                                                                                                                                   Use & Extract Value          Community to
   Customers                                                                                                                                                                                   Share & Engage




    Customer                                                                                                                                                                                  Engage, Advocate
                           Awareness              Interest / Research              Consideration               Purchase Intent         Purchase & Deploy              Use & Support
    Lifecycle                                                                                                                                                                                    or Detract


                    •     Discover                 •      Education          •     Product                •     Whitepapers /         •     Learn                 •    Help              •   Troubleshoot
                    •     Learn About              •      Research                 Comparisons                  TCO Reports           •     Stay Up To Date       •    How To            •   Community
Customer Interest   •     Trust                    •      Benefits           •     Evaluation/Trial       •     Pricing /             •     Downloads             •    eLearning             Contribution
     / Tasks        •     Authority                •      Value              •     Analysis                     Licensing                                         •    Q&A’s             •   Forums
                                                                             •     Case Studies           •     How to Buy                                                               •   Customer Support


                    Get Attention / Get
 Digital Strategy         Found
                                                    Inspire / Inform                     Influence, Persuade, Engage,                          Convert                    Satisfy             Retain / Energise


                        Maximise Reach ,                                                                          Optimise
  Measurement                                            Maximise                   Optimise                                                                       Maximise Customer         Up Sell / Cross Sell /
                        Discoverability &                                                                     Conversions / End           Maximise Sales
   Objective                                            Engagement                 Engagement                                                                         Satisfaction                  Retain
                        Initial Responses                                                                         Actions

                                                                                                Ad Serving / Tracking – DoubleClick / Atlas

                                                                                               Search Engine Marketing – Marin & Covario

  Data Sources                       Marketing Automation ((Email, Leads Nurturing &Management) – Unica, Exact Target, Responsys                              CRM- Dynamics CRM, Salesforce.com

                                                                         Web Analytics – Coremetrics, NetInsights, WebTrends, Omniture, Google Analytics

                                            Customer Satisfaction – Comscore, Get Satisfaction.                           Social Media / Sentiment – TruCast, Radian6, Converseon, Nielsen

                                                                                     Content
                          Impressions                  Unique Visitors                                                    # End Actions (EA)                              Churn              Lifetime Value (LTV)
                                                                                 Engagement Rate

                        Initial Response          Landing/Entry Page             Cost per Engaged
                                                                                                                      Cost Per End Action (CPEA)                       Opt Out Rate
                            Rate (IRR)             Engagement Rate                     Visit
      KPI’s
                         Cost Per Initial          Continued Action              Cost Per Visit that            # Prospects /
(Examples and not       Response (CPIR)               Rate (CAR)                    Consumes                     Responders
                                                                                                                                           Lead Scoring
   Exhaustive)
                                                                                                                                            Leads / Win
                         Share of Voice                                                                       Cost per Prospect
                                                                                                                                          Revenue / Sales

                                                                           Qualitative - CSAT (customer satisfaction), NSAT (net satisfaction), Sentiment

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Digital Measurement Framework Summary by Martin Walsh

  • 1. © Copyright 2011 Martin Walsh Conceptual Digital Measurement Framework Ver1 http://twitter.com/martinwalsh Customer Lifecycle (B2B) Post Sales Perceptual Connect to Unaware of Need to Understand Want to Investigate Ready to Talk to Plan to Deploy & Journey of Capabilities Value / Evaluate Vendor Develop Skills Use & Extract Value Community to Customers Share & Engage Customer Engage, Advocate Awareness Interest / Research Consideration Purchase Intent Purchase & Deploy Use & Support Lifecycle or Detract • Discover • Education • Product • Whitepapers / • Learn • Help • Troubleshoot • Learn About • Research Comparisons TCO Reports • Stay Up To Date • How To • Community Customer Interest • Trust • Benefits • Evaluation/Trial • Pricing / • Downloads • eLearning Contribution / Tasks • Authority • Value • Analysis Licensing • Q&A’s • Forums • Case Studies • How to Buy • Customer Support Get Attention / Get Digital Strategy Found Inspire / Inform Influence, Persuade, Engage, Convert Satisfy Retain / Energise Maximise Reach , Optimise Measurement Maximise Optimise Maximise Customer Up Sell / Cross Sell / Discoverability & Conversions / End Maximise Sales Objective Engagement Engagement Satisfaction Retain Initial Responses Actions Ad Serving / Tracking – DoubleClick / Atlas Search Engine Marketing – Marin & Covario Data Sources Marketing Automation ((Email, Leads Nurturing &Management) – Unica, Exact Target, Responsys CRM- Dynamics CRM, Salesforce.com Web Analytics – Coremetrics, NetInsights, WebTrends, Omniture, Google Analytics Customer Satisfaction – Comscore, Get Satisfaction. Social Media / Sentiment – TruCast, Radian6, Converseon, Nielsen Content Impressions Unique Visitors # End Actions (EA) Churn Lifetime Value (LTV) Engagement Rate Initial Response Landing/Entry Page Cost per Engaged Cost Per End Action (CPEA) Opt Out Rate Rate (IRR) Engagement Rate Visit KPI’s Cost Per Initial Continued Action Cost Per Visit that # Prospects / (Examples and not Response (CPIR) Rate (CAR) Consumes Responders Lead Scoring Exhaustive) Leads / Win Share of Voice Cost per Prospect Revenue / Sales Qualitative - CSAT (customer satisfaction), NSAT (net satisfaction), Sentiment