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Embrace Customer-Centric Measurement To Optimize Business Performance

Rusty Warner
Principal Analyst
Forrester

April 25th at 8:30am

Location: Room 2005/2007
Influencer

On their own, traditional marketing campaigns are no longer effective. To meet ever-increasing customer expectations, successful marketers must leverage real-time insights to orchestrate contextually relevant interactions. The challenge is to align highly personalized outbound communications with customer-driven inbound interactions throughout the customer life-cycle. The evolution from campaigns to customer context enables brands to improve relevance and build sustainable competitive advantage. But measuring performance gets trickier as marketers struggle to relate individual interaction metrics to high-level business outcomes. And it's even harder to leverage contextual insights for continuous performance optimization.

This presentation will provide marketers with:

  • A framework for defining customer-centric KPIs.
  • Best-practice case studies for measuring contextual interactions.
  • Tips for embedding metrics within a performance management strategy.