Measuring Marketing Effectiveness in 3D
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Measuring Marketing Effectiveness in 3D
Contents
Executive Summary
4
Understanding Marketing Effectiveness in 3D
4
What a Marketer Needs to Know
5
What marketing programs help me acquire new visitors?
6
What marketing programs trigger customers to convert?
7
What marketing programs influence visitors?
8
Conclusion
9
About Coremetrics
11
Measuring Marketing Effectiveness in 3D
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Executive Summary
Marketers today are faced with competition for limited placements, rising marketing costs, and an
increasing array of marketing opportunities. To know where best to spend limited marketing dollars,
and to justify an increasing budget, you need a clear, multidimensional view of the impact of your
marketing campaigns. The rising costs of online marketing vehicles such as paid search make this need
particularly acute for online marketers.
Online marketers are tasked with understanding how marketing programs help:
• Draw in new visitors to your site
• Provide prospects and customers with communications that trigger a conversion
• Keep prospects and customers moving along the sales cycle
To make the right investment decisions, you need to know how each marketing campaign helps you
achieve your goals. Understanding each goal requires a view to different dimensions of data about
customer behavior. This requires comprehensive and accurate insight into online consumer behavior.
This insight will power your understanding of the influence that each marketing link—email, paid or
organic search, affiliate links, RSS, blogs, banner ads, and so on—plays in your customer life cycle.
To achieve this insight requires an advanced approach to tracking and analyzing behavior—one that
will enable you to view all three data dimensions and comprehensively analyze marketing influence.
Coremetrics meets this need with Lifetime Individual Visitor Experience (LIVE) Profiles, the most
comprehensive online data source of visitor behavior available t