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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
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
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


                                    CRM Metrix – the customer listening company                                     3
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
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
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
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
            CRM Metrix – the customer listening company                     7
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.


                     CRM Metrix – the customer listening company   8
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.




                          CRM Metrix – the customer listening company       9
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
Brand Websites Drive Lifts in
           Purchase Intent


 + 4 5%
   4.5%
 Pre-Visit (control) vs. Post-Visit (test)




Source: CRM Metrix SiteCRM™ norms
                                             CRM Metrix – the customer listening company   11
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
                                                   CRM Metrix – the customer listening company                         12
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
                                            CRM Metrix – the customer listening company                            13
Brand Websites Drive Incremental Purchase
                   Growth in Share of Wallet $$ (Category Spend/Brand Spend)




Source: CRM Metrix SiteCRM™ projects
                                       CRM Metrix – the customer listening company   14
Brand Websites Drive Incremental Purchase
                               Growth in Purchase Frequency After Site Visit




Source: CRM Metrix SiteCRM™ projects
                                           CRM Metrix – the customer listening company   15
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
                                       CRM Metrix – the customer listening company                   16
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
                                            CRM Metrix – the customer listening company                         17
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
                                        CRM Metrix – the customer listening company              18
Brand Websites Drive Word‐of‐Mouth & Buzz 
          Brand Websites Drive Word‐of‐Mouth & Buzz
                          Potential

                        6.0% Promoter Growth



                         9.75% NP S Growth
                         9 75% NP®S Growth

Source: CRM Metrix SiteCRM™ norms
                                    CRM Metrix – the customer listening company   19
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
                                              CRM Metrix – the customer listening company             20
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

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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 CRM Metrix – the customer listening company 3
  • 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 CRM Metrix – the customer listening company 7
  • 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. CRM Metrix – the customer listening company 8
  • 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. CRM Metrix – the customer listening company 9
  • 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 CRM Metrix – the customer listening company 11
  • 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 CRM Metrix – the customer listening company 12
  • 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 CRM Metrix – the customer listening company 13
  • 14. Brand Websites Drive Incremental Purchase Growth in Share of Wallet $$ (Category Spend/Brand Spend) Source: CRM Metrix SiteCRM™ projects CRM Metrix – the customer listening company 14
  • 15. Brand Websites Drive Incremental Purchase Growth in Purchase Frequency After Site Visit Source: CRM Metrix SiteCRM™ projects CRM Metrix – the customer listening company 15
  • 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 CRM Metrix – the customer listening company 16
  • 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 CRM Metrix – the customer listening company 17
  • 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 CRM Metrix – the customer listening company 18
  • 19. Brand Websites Drive Word‐of‐Mouth & Buzz  Brand Websites Drive Word‐of‐Mouth & Buzz Potential 6.0% Promoter Growth 9.75% NP S Growth 9 75% NP®S Growth Source: CRM Metrix SiteCRM™ norms CRM Metrix – the customer listening company 19
  • 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 CRM Metrix – the customer listening company 20
  • 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