2015 Predictions: Marketing Technology to Redefine Customer Experience
Marketers will make investments in enabling more contextual, data-driven customer engagement with the goal in mind of increasing customer lifetime value. They will begin to embrace the customer journey, extending the use of contextual intelligence to guide how they engage, support, service, sell and market to their customers over time.
3. ROI measurement will shift from short term results to long term outcomes. The investment in new technologies to take behavioral understanding and one-to-one personalization to the next level will require—as well as enable—a change in how success is measured.
In 2015, marketers will place greater focus on longer term business impact when evaluating marketing effectiveness. Common metrics such as take rate and month-over-month improvement will decrease in relevancy, due to the inconclusive nature of such metrics when determining real return on investment. Moving forward, marketers will begin to leverage these new technologies to determine what's working, what's not working, and why in an automated fashion to then dynamically optimize marketing activity. In conjunction with this capability, marketers will elevate their level of measurement—adopting a quantitative approach that aligns with evaluating business performance—not just marketing.
For example, they'll look at 30-60-90 day impact on things such as retention benefit and revenue growth. They'll look at cannibalization, ensuring the value for the customer and business are properly aligned. They'll look at opportunity cost at an individual level, determining when it's best to engage or not engage at all.
In short, in 2015 marketers will start to look beyond short-term campaign results and begin measuring the net financial impact of their marketing efforts.