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Bringing integrated digital marketing to the next level: How to measure engagement across the customer lifecycle for continuous program improvement
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.
The full article is available to institutions that have subscribed to the journal
Seth Earley is CEO of Earley Information Science, an information management strategy consulting firm. Seth also serves as editor, data analytics, for IT Professional Magazine from the IEEE. His interests include knowledge strategy, data and information architecture, search-based applications and information findability solutions. Seth works with a diverse roster of Fortune 1000 companies, helping them to achieve higher levels of operating performance by making information more findable, usable and valuable through integrated enterprise architectures.