kpis

11 quotes from brands on multichannel data capture

‘Omnichannel customer experience’ and ‘single customer view’; two terms that cause many a marketers’ eyes to roll.

There’s no doubt that these two concepts have been realised by a select few, bleeding edge brands, but they can be trotted out as best practice without much pragmatism.

Econsultancy’s Multichannel Customer Intelligence report in partnership with Station10 looks at how brands have tackled the issue of integrating data into their organisations across multiple channels.

I thought I’d treat you to some choice quotes.

How to help your digital marketing strategy to succeed

Earlier this year I wrote about how to start formulating a digital marketing strategy.

Getting the strategy right is of course paramount. But even when the strategy is right, if it’s not understood, supported, and turned into action then it’s barely more than an academic exercise.

Ella Fitzgerald was on the money when she sang “tain’t what you do, it’s the way that you do it… that’s what gets results”.

Here are some actions to take when creating your digital marketing strategy that will also help to build the foundation for its success.

What KPIs are you using to measure the impact of content marketing?

Engagement or revenue? Conversion or visits?

To help answer the  above question, I’ll be taking a look at our latest report Where Content and Commerce Collide written by James Gurd and commissioned by EPiServer.

The report provides insight and recommendations for how content can be combined with ecommerce as well as examples of what ecommerce practitioners are currently doing and the role they are setting for content marketing within the overall digital strategy. 

Interviews were conducted with leading ecommerce professionals in B2B and B2C organisations, both UK and international. The aim of the interviews was to explore how leading brands are integrating content into ecommerce journeys and what the future strategy of the business looks like, with the output being qualitative data and indicative charts based on the responses of interviewees.

10 key questions were asked, including “who has ownership of your content?” “What tools do you use to help plan and deliver?” and “Do you produce content guidelines?”

These questions and more are answered in the report, but for now we’ll be looking at content marketing KPIs.

Twitter co-founder reveals his dream metric

For brand marketers looking to figure out whether or not their Twitter investments are paying off, metrics are a big challenge.

Arguably the most prominent Twitter metric, followers, is of limited use in practice, particularly since it’s so easy to game. Other metrics, such as retweets, may be slightly more meaningful, but they’re often difficult to connect to the most important business KPIs as well.

How DirectGov should measure success

Two months ago Martha Lane Fox published her review of DirectGov proposing that it was currently failing at its job of providing the best resources to the UK population. One of the reasons that it is failing is that it doesn’t understand what its purpose is and has no measures of success.

One of the recommendations that Martha Lane Fox gave in her review was that there should be a CEO of Digital. Now that Chris Chant has been appointed as an interim, the first job he should do is work out how to measure success and imprint this across all stakeholders.

Here I am giving him a hand by making some recommendations…