Page 4 - AeM_September_2019

RESEARCH, ANALYSIS & TRENDS

Needed: new KPIs in performance

marketing

Today, every customer is leaving behind vast amounts • Of course, each channel optimization is according
of data while shopping online, providing marketers with to the common KPIs, such as views, clicks or CPC,
numerous indications of their personality, their however, a 360-degree view of the campaign can’t
preferences and their purchase intentions. Each point of be obtained that way: if, for instance, customer
contact with an individual customer can be tracked centricity is the stated goal, all channels must
across channels and evaluated according to the role it progressively grow together and then influence
played in the purchase decision process. each other. In this case, user signals are becoming
increasingly important and determine the overall
To be able to interpret this data correctly and use it orchestration of the touchpoints in online
appropriately for campaign control does not only require campaigns: social signals, for instance, can
very powerful technology but new KPIs, too. In fact, become relevant for the optimization of activities
there are many reasons why a new "basis of such as SEM. In other words, data driven marketing
assessment" for campaigns is urgently needed to adapt gives companies enormous potential for
to future developments: optimization: a complex, data-driven viewing
perspective reveals new opportunities and uncovers
• The customer journey takes place on a cross- past mistakes. It influences all elements of a
channel basis: according to experts, a customer campaign planning - from the strategic positioning
visits usually 10 to 20 touchpoints across all in the channels, to the budget planning and
industries, using several devices before the allocation, to the campaign management, and
transaction takes place. It is naïve to believe that performance measurement through KPIs. And
only the last touchpoint affects the purchase because that is so, it is also clear that their non-
decision. Buying decisions are simply much more observance inevitably leads to wrong decisions.
complex, hence, it is wrong to attribute the
transaction to the last point of contact. • Enormous computing power leads to dynamic
attribution: 10 to 20 different touchpoints in different

4 September 2019 - Marketing Automation, Analytics & Attribution