Middle East Customer Experience Summit

Customer Experience Generation Gap

admin — Tue, 10 Nov 2009 14:57:53 +0000

As I prepare to gather consumer data for the 2009 Customer Experience Index (CxPi), I went back and ran another analysis on the 2008 CxPi dataset. In a report called The Customer Experience Generation Gap, I looked at the difference in feedback in 12 industries across 5 generations of US consumers. Here are some of the findings

Survey Suggests Marketers Are Moving from Paid to Social Media

admin — Tue, 10 Nov 2009 14:53:57 +0000

David Raab don’t know quite what to make of the 2009 Survey on Marketing, Media and Measurement released earlier this month by custom content company King Fish Media.

- On one hand, it’s a rare opportunity to see data from business, rather than consumer, marketers. (Of the 230 respondents, 52% were pure B2B and another 36% were mixed B2B and business-to-consumer.) So I’d really like to believe it.

- But on the other hand, the sample seems dangerously unrepresentative: 44% said their organization’s primary industry was “publishing/media/advertising/marketing”, which is vastly higher than the real-world proportion. Presumably this was the result of the survey method – an online survey based on email invitations to the lists of King Fish and co-sponsors HubSpot, Junta42 and Upshot Institute. In addition to the industry skew, this probably reached a group that’s much more online-oriented than marketers as a whole.

The best I can do is to treat the results very carefully: assuming that this group shares some characteristics of the broader universe, but keeping in mind that some answers might reflect its atypical composition. Here goes.

5 Steps to Marketing Measurement Maturity

admin — Tue, 10 Nov 2009 14:49:50 +0000

David Raab be talking about marketing measurement this Tuesday at Silverpop’s B2B Marketing University seminar in Palo Alto, with a repeat performance in Boston on November 4. The core of my presentation will be a 5-step measurement maturity model for B2B marketers. This post will give you a brief summary.

A little background: marketers’ objectives for performance measurement generally fall into five broad categories: measure response, show business impact, track the buying process, optimize results and demonstrate marketing alignment with business strategy. Each category has different requirements for data, systems, measures, and processes. Because some of these requirements overlap, there’s a natural progression starting with the simplest requirements and adding new requirements for each stage. This progression leads to a maturity model. Here are the details. More..