9/08/2011 04:46:00 PM
Google Think Voices captures a four part interview with Avinash Kaushik on how to succeed in the digital world using key insights to evaluate and refine the customer experience. Avinash reveals tips on how to elevate your marketing efforts to capture maximum consumer favorability. Here is a look at the first two videos of the series.
The first video segment details three important tracking metrics to implement for a full view of your marketing effectiveness. The metrics he highlights are:
Task Completion Rate
Involves leveraging surveys and qualitative data to understand the customer experience with your brand. This data assists retailers in making adjustments efficiently at scale to increase consumer satisfaction and conversions.
Economic Value Added
An analysis of the macro and micro conversions leading to a positive contribution to a business' bottom line. Move beyond measuring clicks and impressions to derive additional insights of the true value of acquired customers.
A measure of consumer activities tied to the effectiveness of your campaigns and landing pages. By examining the number of people that visit a site and leave immediately, retailers are able to focus on areas within the shopping cycle that could be improved.
The second video focuses on finding insights to make smart marketing decisions that result in a higher conversion rate. Avinash discusses how DoubleClick Ad Planner can help precisely target consumers that are hard to reach by linking demographic data to search behavior.
To get more helpful information from Avinash visit his blog, Occam's Razor. Stay tuned for the additional two videos in the series.
Posted by Keri Overman, The Google Retail Team