| | | Customer Experience Matrix | |  2010 + White Paper | 3 articles |
| Page 1 of 1 | Previous | Next | CUSTOMER EXPERIENCE MATRIX SEPTEMBER 22, 2010 Webinar and White Paper on Marketing Measurement Marketo yesterday released Winning the Marketing Measurement Marathon , a white paper that I wrote for them. This was timed to coincide release of their new Revenue Cycle Explorer , which adds advanced reporting to their Revenue Cycle Analytics line. See my August 3 post for more details on Revenue Cycle Analytics.) I'll also be speaking with Marketo in an October 7 Webinar hosted by American Marketing Association. Please join us. | CUSTOMER EXPERIENCE MATRIX OCTOBER 15, 2010 Fractional Response Attribution is Worse Than Nothing My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process. Summary: Should companies apply fractional revenue attribution when more sophisticated methods are impractical? think not: it gives inaccurate results that could result in bad decisions. Better to avoid financial measures at all if you can't do them properly. One corollary to this is not attributing fractions of revenue among different marketing touches. | | | | | |
| CUSTOMER EXPERIENCE MATRIX MAY 18, 2010 Why Marketers Don't Measure: A Test to Find Out These could offer a book, Webinar, white paper or something else; what matters is which value proposition is more attractive, which would be measured simply through the open rate. Last week's post Why Marketers Don't Measure generated some interesting debate on whether the problem is lack of time or lack of knowledge. It dawns on me that this should be a testable question -- something the assembled measurement gurus should find congenial. My initial thought is an a/b test of email headlines, one offering "quick and easy ways to improve your marketing measurement" (i.e., | |
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