Trends Report

Use Customer-Centric Metrics To Benchmark Your Digital Success

February 5th, 2015
Martin Gill, VP, Research Director
Martin Gill VP, Research Director
With contributors:
Zia Daniell Wigder , Rachel Roizen , Alex Causey

Summary

It's easy to measure basic digital metrics like page views or the number of Facebook fans you have, but all too often these superficial metrics offer little or no insight into how your firm is performing. Even valuable channel benchmarks, like conversion rates, can often lead to a myopic view of the world as they focus solely on how each touchpoint is performing in isolation. But digital doesn't work like that. Digital customers use a range of touchpoints in their engagements with your brand, yet only 12% of eBusiness professionals feel that their cross-touchpoint measurement is ahead of their peers. eBusiness professionals must work to prove the value of their digital strategy by benchmarking their success against deeper, customer-centric metrics if they are to drive continued investment in digital transformation. This explains how.

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