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

Seth Earley
Additional contact information
Seth Earley: CEO, Earley Information Science, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 3, 239-254

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.

Keywords: digital marketing; customer lifecycle; customer experience; marketing metrics; content automation; marketing technology (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/174/download/ (application/pdf)
https://hstalks.com/article/174/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:3:p:239-254

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().