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2022 Customer Experience Imperatives: Measuring What Matters

Original Presentation Date

Mar 23, 2022

Key Takeaways

In this webinar, we will discuss:

  • Unifying metrics across an organization’s departments to serve a common goal
  • An example of how a measurement framework can be at odds with intended business impact
  • Measuring progress toward a goal through theories of change
  • Identifying the activities needed to produce business impact

Detailed Overview

Customers want a seamless, unified experience across all interactions with a brand. To deliver that, organizations need a clear measurement strategy centered around shared goals.

Marketers need to move from focusing on what they can measure to what they should measure - metrics that show incremental progress toward shared goals. By rethinking their approach to data and the inputs and outputs that will impact success, brands can affect change to build a cohesive customer experience.

This is Part 2 of a three-part series.

Note: This webinar was hosted by eMarketer.

Presenters

Richard Lees

Chief Strategy Officer, EMEA, Merkle

Tracie Kambies

Global Analytics Lead, Merkle/CXM

Jaime Date

Head of Measurement and Data Science, Abbvie Digital Lab

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