SECRETS TO SUCCESS SERIES: Customer listening and feedback metrics are the most powerful for optimizing and maximizing your digital strategies. In this discussion, CRM Metrix will identify why it is a misconception to rely solely on site traffic and satisfaction metrics to justify the brand website investment. Hemen Patel, Russ Shirley, and Ike Brunner will illustrate and educate about the large opportunity to drive sales and revenue, increase loyalty, and gain or convert market share by focusing on the metrics that count.
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Hemen Patel CRM Metrix: Columbus WAW, Jan 27, 2010
1. CRM Metrix, Inc.
The Customer Listening Company
The Marketing Power of Brand Websites
Th M k ti P f B d W b it
CRM Metrix – the customer listening company 1
2. About CRM Metrix, Inc.
About CRM Metrix, Inc.
CRM Metrix is a global market research company offering leading digital market research solutions that are
used by leading brands: A one of a kind company with offices in New York, Cincinnati, Paris, Mumbai and
Singapore.
Singapore
CRM Metrix offers a full range of digital market research solutions to help brands make the best decisions at
all stages of the digital marketing development process and to maximize the return on their digital marketing
investment. Digital marketing covers the brand website, online ads, online campaigns, email CRM programs,
social media, online sponsorships, micro sites, etc.
i l di li hi i i
CRM Metrix is committed to working with clients to "measure what matters" to your digital marketing
success. With our full range of digital market research tools, you will know that you are making the best
decisions at all stages of the digital marketing development process.
g g g p p
The Minute Pitch ‐ With any digital media or marketing strategy, CRM Metrix solutions offer:
Pre‐Launch
1) Concept Development
2) Concept Testing, Screening and Optimization
2) Concept Testing Screening and Optimization
3) Usability Research
Post‐Launch
1) Measure Performance of digital strategy
2) Evaluate contribution (ROI) of digital strategy
3) Optimize digital media or marketing strategies
CRM Metrix – the customer listening company
3. CRM Metrix, Inc. – Digital Market Research Solutions
CRM Metrix is committed to working with clients to "measure what matters" to your digital media and
marketing success. With our full range of digital market research tools, you will know that you are
making the best decisions at all stages of the digital marketing development process.
Evaluate & Optimize Usability Consumer
Online Strategies Research Intelligence
Online Videos SiteSURF™ Benchmark TOBS™
Online Sponsorships Benchmark your site against Target Online Behavior Science
competitor sites to compare Research that provides insights
Micro Sites
Micro-Sites p
performances and determine into your target’s online
y g
strengths and opportunities behaviors. Insights lead to
Online Widgets to optimize site business decisions leading to
what media to use to connect
Facebook Fan Sites and how to connect
SiteSURF™ Tasks
Online Campaigns Evaluate features of your
site by inviting consumers to brandDelphi™ Idea
Websites perform task and evaluating A qualitative/quantitative
the performance of the tasks solution that provides relevant
Email CRM Programs
g ideas to add new features and
optimize website
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4. CRM Metrix– The Analytics
CRM Metrix brings to the table the ‘Voice of the Consumer’ insights.
Actionable i i h that drive business d i i
A i bl insights h d i b i decisions.
CRM Metrix – the customer listening company
5. The 1st Question We Ask: What Are Your Site’s Objectives?
Reduce Abandonment
To Engage Build Customer Relations
Build Customer Relations
Build Brand Equity Provide Product Information
To Acquire Drive Purchase / Purchase Intent
Drive Purchase / Purchase Intent
Provide Customer Service To Increase Conversions
Lead Generation Provide Product Support
pp
Deliver Fluid User Experience
The main aim of any marketing strategy evaluation should be to
measure the level at which these objectives are being met and
measure the level at which these objectives are being met and
generate strategies from insights to optimize.
CRM Metrix – the customer listening company 5
6. SiteCRM™ Six Dimensions – In a Nutshell
A Website Visit Experience Evaluation Tool
to
1. Evaluate/Optimize Contribution of Experience towards Building Brand Health
2. Evaluate/Optimize Contribution of Experience towards Revenue Metrics
3. Evaluate/Optimize Contribution of Experience towards Customer Relations
4. Measure User Experience (in market site usability)
Summarizing: Evaluation that Leads to Maximization of Site Objectives
Key Stakeholders
Brand Teams, Marketing Teams, User Experience, Interactive Teams, Agencies, Senior
B dT M k i T U E i I i T A i S i
Marketing Management, Consumer Insights, Consumer Experience, Market Research.
CRM Metrix – the customer listening company 6
7. Could this be the New Marketing Model?
Brand
TV Blogs
Radio Brand Social Networks
Print Website Micro‐Sites
Outdoor Online Ads
Online Ads
Forums
Engagement Strategy
Reach Strategy
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8. Conclusion – The End Game
High High High
Reach
R h Attention
Att ti Engagement = C t
E t Customer
The Brand Website has the potential
to operate at a high level and deliver on all
to operate at a high level and deliver on all
three marketing components.
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9. Brand Websites Build Brand Equity at All Levels
Compared to other media and marketing strategies, the brand website moves
the needle at all levels of brand equity.
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10. Power of Brand Website – Visitor Quality Engagement
The brand website is a dark knight within the
competitive battlefield. It offers up the
opportunity to interact with and influence non‐
opportunity to interact with and influence non
loyal users.
Competitive Battlefield
Medium Affinity Low Affinity
Multi‐Brand Users
M lti Brand Users Competitive Users
Competiti e Users
45%‐55% Visitors 10%‐15% Visitors
A Great Asset to Capture Market Share
Source: CRM Metrix SiteCRM™ norms
CRM Metrix – the customer listening company 10
11. Brand Websites Drive Lifts in
Purchase Intent
+ 4 5%
4.5%
Pre-Visit (control) vs. Post-Visit (test)
Source: CRM Metrix SiteCRM™ norms
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12. Brand Websites Drive Lifts in Purchase Intent
Acquisition & Conversion (Lifts Market Share)
Low Affinity Medium Affinity
(Competitive Users) (Multi Brand Users)
+3.1%
+3 1%
Pre-visit vs. Post-visit
+3.2%
+3 2%
Pre-visit vs. Post-visit
Source: CRM Metrix SiteCRM™ norms
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13. Consumer Purchase After Visiting Brand Website (Claimed)
On average, brand websites have a purchase influence of 33% to 41%.
High Affinity Low Affinity
Brand Loyalists Competitive Users
N = 960 (100%) N = 740 (100%)
Claimed Purchased = 72.9% (700) Claimed Purchased = 37.8% (280)
Average Spent Most Recent Purchase = $44.03 Average Spent Most Recent Purchase = $39.10
Site Visit Purchase Influence = 53.03% Site Visit Purchase Influence = 51.43%
Source: CRM Metrix SiteCRM™ projects
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14. Brand Websites Drive Incremental Purchase
Growth in Share of Wallet $$ (Category Spend/Brand Spend)
Source: CRM Metrix SiteCRM™ projects
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15. Brand Websites Drive Incremental Purchase
Growth in Purchase Frequency After Site Visit
Source: CRM Metrix SiteCRM™ projects
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16. Brand Websites Build Positive Brand Opinions
I feel much better about the brand
CRM Metrix Norms
CRM Metrix Norms Corporation 2 Norms
Corporation 2 Norms Corporation 1 Norms
Corporation 1 Norms
Net Lift = +13% Net Lift = +17% Net Lift = +23%
Source: CRM Metrix SiteCRM™ projects
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17. Brand Websites Build Brand Image Perceptions
Is high quality Is a brand I trust Is credible
Is a cool brand Is a leading brand
Site : 1 (100% Positive Lifts)
10/10 Image Attributes
Site : 2 (90% Positive Lifts)
Site : 3 (80% Positive lifts)
Site : 4 (50% Positive Lifts)
The majority of brand websites measured drive lifts in brand image perceptions
Source: CRM Metrix SiteCRM™ projects
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18. Brand Websites Build Customer Relationships
Customer Retention Index™ – Driving Engagement
Satisfaction,
Satisfaction Revisit & Recommend Website
Site : 1 Site : 2 Site : 3
Now this is a Relationship Building
Performance
Source: CRM Metrix SiteCRM™ norms
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20. Brand Websites Drive Brand Recommendation Intent
Brand Websites are a buzzworthy platform to kick start word‐of‐mouth campaigns
B dW b i b h l f ki k d f h i
+5.7% +5.5% +5.2% +4.9%
+4.5%
+4 5%
Site 1 Site 2 Site 3 Site 4 Site 5
Brand Recommendation Lifts
Source: CRM Metrix SiteCRM™ projects
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21. Thank You!
Question & Answers
Hemen Patel
Hemen Patel Russ Shirley
Russ Shirley
CRM Metrix, Inc. CRM Metrix, Inc.
President VP, Marketing and Client Leadership
Tel : 201‐617‐9889 Tel : 513‐234‐4460
Email : hpatel@crmmetrix.com Email : rshirley@crmmetrix.com
Location: New York Office Location: Cincinnati Office
Ike Brunner
CRM Metrix, Inc.
Director, Analysis and Client Leadership
Tel : 513‐234‐4468
Email : ibrunner@crmmetrix.com
Email : ibrunner@crmmetrix com
Location: Cincinnati Office
CRM Metrix, Inc. 700 Plaza Drive, 2nd Floor, Secaucus, NJ 07094
CRM Metrix, Inc. 700 Plaza Drive, 2 Floor, Secaucus, NJ 07094
Tel: 201‐617‐9889 / Fax: 201‐617‐8588 :: www.crmmetrix.com
New York – Cincinnati – Paris – Mumbai ‐ Singapore
CRM Metrix – the customer listening company 21