Which key performance indicators should be used to establish a lead scoring strategy for customer relationship management?

Sergio Suárez and Ana Reyes-Menendez
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Sergio Suárez: PhD Student, Rey Juan Carlos University, Spain
Ana Reyes-Menendez: Assistant Professor, Rey Juan Carlos University, Spain

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 1, 45-53

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.

Keywords: CRM; user profiling; lead scoring; big data; customer data platform; marketing automation; personalisation; targeting; Key Performance Indicators; KPI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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