As customer expectations and behaviors change, brands must adapt their omnichannel marketing plans and key performance indicators (KPIs) to stay relevant. According to Salesforce’s State of Marketing report, 78% of marketing organizations have shifted their metrics due to the impact of the COVID-19 pandemic.
But measuring omnichannel marketing performance effectively is no small feat. Fewer than 20% of marketing executives truly understand how their brand-building campaigns are performing. The link between upper-funnel campaigns and bottom-line results remains a puzzle for many. Developing a set of performance metrics and relevant KPIs is the key to proving that your omnichannel strategy is a success.
Here’s a glimpse of what you’ll uncover in this fifth and final chapter of our Omnichannel Marketing E-Book:
- Customer-Centric Metrics: Explore the growing importance of customer satisfaction analytics, customer retention rates, and content engagement metrics in the era of customer-centric marketing.
- Channel Data and Engagement Metrics: Understand how metrics like search volume, clicks, website engagement, and UTM codes can provide invaluable insights into user behavior and site traffic.
- Full Funnel KPIs: Learn how to select the most relevant KPIs for each stage of the marketing funnel, ensuring that your goals align with user actions and engagement.
- Activating Results: Discover how to turn your KPIs into actionable insights that shape future campaigns and guide decision-making. Understand the value of measuring both cumulative and next-step conversions.