The holy grail of Online media and marketing strategy evaluation is tying consumer exposure and engagement to claimed/actual sales transactions. This type of evaluation reports effectiveness/ROI whereby determining the Online strategies that drive sales.

CRM Metrix offers two processes that link exposure/engagement to transactions:

1. Actual
2. Claimed

Each process is industry-dependent and based on many factors such as readily available actual transactional data, granularity of segmentation required, etc.

There are many types of Online brand experiences (brand websites, ecommerce sites, microsites, Online ads, Online videos, etc.) that can be tracked to transactions. Collecting consumer attitudes/perceptions toward each Online strategy they were exposed to is necessary for each of the following processes:

1. Actual Transactions: CRM Metrix can partner with firms that track actual transactions such as Nielson, dunnhumby, IRI, etc. At the time of evaluation we will collect data that ties into their databases. This allows for the creation of two groups: Exposed and not exposed to the Online brand experience. Actual volume of transactions is then compared between these two groups and if the exposed group posts greater trasactional volume, it is concluded that the Online strategy is driving actual sales. This measurement provides an estimate at best, as 100% attribution to the Online strategy is very difficult to determine.


2. Claimed Transaction: CRM Metrix will invite consumers to join the 'Consumers in the Boardroom' CRM community, after which an automated re-contact survey will be deployed to these members following their exposure to the Online brand experience. Re-contact period depends on the vertical: As an example, for CPG it is usually 7 to 10 days after exposure, while the timeline for Pharma is 3-4 weeks after exposure. On a claimed level the consumer will state their purchase status (purchased brand or not). This methodology (while claimed) provides a directional ROI that is cost effective compared to actual transaction measurement. Beyond tracking claimed transactions, we also track word of mouth and other actions taken after Online strategy exposure. This provides intelligence that goes a long way to evaluate ROI and develop optimization strategies.

CRM Metrix will develop a measurement/tracking system for your Online strategies, ranging from in-market evaluation to tying exposure/engagement to actual and/or claimed sales.

Feel free to contact us for a free consultation.