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Bringing integrated digital marketing to the next level: How to measure engagement across the customer lifecycle for continuous program improvement

Author

Listed:
  • Earley, Seth

    (CEO, Earley Information Science, USA)

Abstract

Digital marketing is a dominant and fast-growing marketing technique but can be challenging to implement. EIS wanted to develop a data-driven approach to its marketing that would inform its strategy with data from every step of the customer journey. This paper describes the customer lifecycle and the key performance indicators that EIS uses to track and measure interactions with its prospects and customers. In addition, it identifies the stages involved in developing a comprehensive, integrated marketing strategy, including planning, technology implementation and executing multiple marketing campaigns.

Suggested Citation

  • Earley, Seth, 2016. "Bringing integrated digital marketing to the next level: How to measure engagement across the customer lifecycle for continuous program improvement," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(3), pages 239-254, September.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:3:p:239-254
    as

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    More about this item

    Keywords

    digital marketing; customer lifecycle; customer experience; marketing metrics; content automation; marketing technology;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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