Question

Topic: Research/Metrics

Question About Multi Channel Activities

Posted by Anonymous on 3/17/2011 at 8:57 AM ET 25 Points
I am a student in marketing, I am searching more information about what metrics companies from Automotive, Luxury, Hotel and Leisure, FMCG and Household Goods use to measure ROI on their multi channel marketing activities.

How do companies go about measuring their multi channel marketing activities?
I came up with that, what metrics are the most commonly used according to you
Please feel free to give me any suggestions and sources of information about that.


• Traditional marketing activities (e.g. TV, newspapers, magazines, etc.)? Tick as many boxes as apply to your company.



c Consumers’ Brand Awareness

c Brand Image (as perceived by consumer)

c Market Share

c Consumer loyalty

c Reach

c Frequency (of promotion)

c Engagement (of consumer)

c Other: _____________________________________


• Digital marketing activities (e.g. websites, online advertising, Google-search, mobile, etc.)? Tick as many boxes as apply to your company.



c Customer interaction

c Number of hits in search engines

c Number of clicks to homepage

c Click-through rate

c Awareness

c Time spend per visit (dwelling time)

c Paid search advertising

c Cost per click

c Page views

c Visitors recommending web site

c Other: _____________________________________
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RESPONSES

  • Posted by koen.h.pauwels on 3/17/2011 at 10:38 AM Accepted
    Hi,

    Interesting question, but not easy to answer unless you get a great sample of 100+ business managers to check off your list :-) Do look up publications of people who have done so, eg Vision Edge, Lenskold etc

    Beyond what managers are using, a good question is what they should be using. For multimedia, I feel they should go beyond media-specific metrics (eg click-through) and measure the steps in the purchase funnel leading to purchase, eg:

    Unaided and Aided Brand Awareness

    Brand interest/relevance to the customer

    Brand preference

    Brand loyalty and recommendation (Word-of-Mouth)

  • Posted on 3/18/2011 at 7:55 PM Author
    What kind of sources (if any) do you use to measure ROI on marketing activities?
  • Posted on 3/19/2011 at 9:40 AM Author
    Thank you, I am studying 5 sectors: FMCG, Households, Automotive, Hotel leisure, Luxury, and I would like to know if there are specific metrics used to measure the ROI of marekting activities for those sectors.
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