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

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.