Dive Brief:
- Some 38% of marketing executives look at revenue metrics to assess their companies’ success in customer engagement, according to a new report from CMO Council.
- Campaign metrics such as clicks, conversions, shares and traffic came in second, with 30% of marketing executives using them as the primary measurement of engagement.
- While executives use service metrics less frequently, a separate survey reports that 89% of consumers say that good service makes them feel more positive about brands.
Dive Insight:
Money talks for marketing executives who want to know if their brands have engaged with consumers, with 38% reporting that their company’s primary method of measuring customer engagement relates to revenue, including customer lifetime value, revenue per customers, and revenue increases.
Marketers' second-favorite measurement method (30%) focused on campaign metrics such as clicks and conversions, while sales enablement metrics such as downloads came in third with 12%. The marketers surveyed rated service-related metrics such as reviews and feedback fourth with 10%.
Customers, however, feel that service sells; 89% of online consumers say good service makes them feel more positive about brands, according to a separate survey from Ovum and Opinium Research. While service is more difficult to measure than clicks and cash, it stands out as an area of opportunity for brands wishing to differentiate themselves.
