Which Key Performance Indices (KPIs)/Metrics Should Be Used to Guide Marketing Strategy?

  Tier 1 • What “moments” in the data signal special engagement or behavioral changes and opportunities (e.g., new adopters)? 9 • Marketing mix modeling (MMM) of store-level data may be used because it falls into a “trap of convenience.” Are these the appropriate metrics or are they only predicting short-term sales? It’s a simple and appealing model, but are we missing something? Tier 2 • What KPIs best capture behavior, attitudes, and values? Will hard metrics (e.g., operational data such as call enter time on hold) sweep away soft (e.g., customer satisfaction with call)? • What is the ideal way to measure customer equity and customer ROI? How can new sources and types of data improve these measures? • How can you measure the value of the “content” that firms are producing in the form of blogs, white papers, web content, etc.?