Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience. According to Q4 2015 research, many executives are using revenue metrics to quantify the success of customer efforts.
CMO Council looked at how marketing executives in North America quantify customer engagement success. More than a third of respondents said that revenue metrics, like customer lifetime value, revenues per customer and overall revenue increases, were the primary type of metric they used to measure consumer engagement.
Additionally, 30% of respondents said that campaign metrics, such as clicks, conversions, shares, traffic and web analytics, were the primary type of metrics they used. Fewer marketing executives said they relied on sales enablement metrics, service metrics and finance metrics to measure overall customer engagement success. Read the rest at eMarketer.
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