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Putting the Customer at the Heart of Investment Decisions

In this session...

In order to know which parts of the customer experience to invest in, companies must measure both customer actions and customer sentiments. Customer actions reveal the impact of marketing programs to influence consumer behavior; customer sentiments reveal the customer's desire to stay engaged with the brand. But changes to tracking technologies are threatening multi-touch approaches for measuring impacts on customer action. Learn about best practices to keep the customer at the heart of marketing investment.

In order to know which parts of the customer experience to invest in, companies must measure both customer actions and customer sentiments. Customer actions reveal the impact of marketing programs to influence consumer behavior; customer sentiments reveal the customer's desire to stay engaged with the brand. But changes to tracking technologies are threatening multi-touch approaches for measuring impacts on customer action. And simplistic methods linking Net Promoter Scores to revenue projections have to be abandoned for more robust appreciations of customer sentiment. Learn about best practices to keep the customer at the heart of marketing investment and improving alignment of marketing programs with business objectives. View Less

What You'll Learn from This Session...

  1. Decipher which parts of the customer experience to invest in; customer actions and customer sentiments.
  2. Understand changes to tracking technologies that are threatening multi-touch approaches for measuring impacts on customer actions.
  3. Learn best practices about keeping the customer at the heart of marketing investments.

Presented with


Speakers

Tom Affinito VP, Corporate Development Kenshoo
Andre D'Abreu Head of Marketing Intelligence LATAM Airlines
Heitor Torres Marketing Intelligence Manager LATAM Airlines
Fiona Blades President & Chief Experience Officer MESH

Event Details

Event Type Seminar

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