Which key performance indicators should be used to establish a lead scoring strategy for customer relationship management?
Abstract
Customer data has always been a company's most valuable asset, but now it increasingly represents the cornerstone of any company's marketing strategy. Therefore, this data must be optimised and leveraged effectively. This research aims to identify which Key Performance Indicators (KPIs) are essential for enabling personalised treatment of customers through the organisation's marketing strategy, using a lead scoring strategy to provide a different experience to each customer segment depending on their life cycle stage (top of the funnel awareness, middle of the funnel selection, bottom of the funnel ready to purchase). A survey was carried out of leaders in the advertising sector to understand their opinions on, and practices with, the different KPIs that this type of strategy should include.
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Author's Biography
Sergio Suárez PhD student in Business Economics at the Rey Juan Carlos University. His research focuses on digital tools and the personalisation of the consumer experience. Sergio has worked for companies such as Phone House, Palladium Hotel Group and Omnicom Media Group, among others.
Ana Reyes-Menendez Assistant Professor in the Department of Business at Rey Juan Carlos University. Her research is focused on online consumer behaviour with practical and theoretical approaches from information science, data science and neuromarketing. She received a PhD in Business Economics from Rey Juan Carlos University that included a post-doctoral research stay in Real Colegio Complutense at Harvard University. She previously worked for more than ten years in communication and digital marketing. Her research has been published in information science, data science and digital marketing journals including the International Journal of Information Management, Journal of Business Research, IEEE and International Journal of Electronic Marketing and Retailing.
Citation
Suárez, Sergio and Reyes-Menendez, Ana (2023, June 1). Which key performance indicators should be used to establish a lead scoring strategy for customer relationship management?. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 1. https://doi.org/10.69554/EISG6842.
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