It’s crucial to “prepare” the leads for the sales team when doing so.
So exactly how does one decide which customer analytics are important in these online times?
Web analytics expert Jim Sterne always advices companies to keep three things in mind: increasing the revenue, improving the customer satisfaction, and lowering the costs.
And remember: it’s not only about the systems and metrics; it’s about people and processes as well.
All of these evolutions have an impact on the various forms of online marketing. A typical example is email marketing, where data like the ‘open rate’, ‘click rate’, etc., don’t suffice anymore these days.
Among the more strategic metrics and key performance indicators within email marketing, we find, amongst others:
* The steps which the receiver takes after clicking on a link
* The behavior of people after actions, and the interaction with follow-up actions
* The type of information that is valued the most by the subscribers
* The percentage of leads from a campaign (for example, with downloading a white paper)
* The percentage of leads that takes proceeding steps and becomes qualified
* The percentage of qualified leads that is delivered to sales and effectively becomes a customer
* The bottom-line: revenue and ROI
And the list goes on, but it’s clear that simple metrics just don’t cut it anymore these days. A solid integration between web analytics, email marketing, CRM, marketing automation, lead generation, etc., is crucial.
