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MARKETING EFFECTIVENESS & EFFICIENCY

In digital age new digital channels and tools are constantly emerging and shifting, and there have been dramatic changes in how customers learn about, and buy, products and services. In addition to ever evolving digital marketing channels, this shift further gets complicated by customer’s multiple device (desktop, mobile & wearables) & application (web apps, mobile apps, social platforms)  preferences.

As channels & tools are growing so is data emerging out of it. As data sources have multiplied, marketing has become more of a science one that is dependent on data, lot of it. To increase their agility, CMOs require very different capabilities and structures than that were needed in the past.

MULTI TOUCH SUCCESS ATTRIBUTION

MULTI TOUCH SUCCESS ATTRIBUTION

Multi customer engagement touch points make it critical to map success attribution to correct traffic sources. Attributions like Last-touch, first-touch or fractional attributions have to be understood & success has to be mapped appropriately.

BRANDING CAMPAIGN EFFECTIVENESS

BRANDING CAMPAIGN EFFECTIVENESS

Brand strength measurement framework consists of metrics like ``unaided brand search volume``, ``customer recency, frequency``, ``improvements in CTRs of ads`` & ``Share of search``.

CONTENT MARKETING EFFICIENCY

CONTENT MARKETING EFFICIENCY

Content marketing efficiency keeping searchability, shareability, conversion potential of in-system or off-system content.

SEARCH PERFORMANCE EFFECTIVENESS

SEARCH PERFORMANCE EFFECTIVENESS

True view of search performance metrics of digital assets (website, apps, videos, social assets, people profile) by paid or unpaid channels.

REMARKETING & PERSONALIZATION EFFICIENCY

REMARKETING & PERSONALIZATION EFFICIENCY

Measuring efficiency of search/display/social channel based remarketing, personalization of assets by visitor's previous journeys to effective notifications in web or mobile apps.

OTHER FACTORS

OTHER FACTORS

Many other internal (accessibility, user experience) or external factors (weather, political situation, festivities etc) which are likely to impact performance of campaigns.