Triple Integration: Campaigns, Media and Measurement
A "touchpoint decision tree" should be driven by strategic company goals, balanced with product attainment goals- but always with customer experience as the primary consideration. With the right comparable metric and reporting dashboards in place, you immediately see when results begin to decline due to too much communication with your customer/prospect in any given time period.
Benefit: Customers are growing increasingly opinionated about how often they wish to receive communications and through which media. By allowing them to choose, and by honoring their wishes—while still watching your metrics to prevent overcommunication—churn and abandonment numbers decline, and customer satisfaction increases.
So you've identified your customer groups, media touches and touch frequency. Then you've overlaid offers and specific messages into a flight plan at the customer group level. Now, you essentially have the components of a directional road map, which is understood, shared and agreed upon across all departments, agencies and stakeholders involved in marcom operations.
Benefit: The execution of this flight plan (along with its predefined comparable metric) results in the ability to measure and analyze ROI, which further allows you to refine and optimize the flight plan for future periods.
Integration and analytics as a cohesive operation are inherently difficult because of the coordination of different philosophies, groups, agencies, media and budgets. Our perfect dinner party may have turned into a kind of "pot luck," where each guest brings a different dish to the table, but with careful coordination, cooperation and integration, the end result can very well be a better dining experience.
Kim Richardson is vice president of analytics for Javelin Marketing Group, which provides enterprisewide applied measurement and analytics services as well as full-service CRM solutions.