White Papers
September, 2005 -
A 10 Point Road Map to Measuring and Managing Word of Mouth
This paper provides a simple road map for brands to understand, leverage and manage word of mouth marketing. You will learn how to identify your influencers and opinion leaders, how to develop viral messages that sell as well as measure the long term impact of positive word of mouth.
May, 2005 - What Can Research learn from Biology?
This paper provides background, foundations and highlights of the development of a new ideation solution, brandDelphi™, that harnesses the power of “evolution” to develop and refine new product concepts and communication messages. The paper concludes the journey of evolution by showing a way for marketers to build, maintain, and develop consumer communities within which they can constantly evolve, moving research from a simple transaction to a real exchange and relationship.
June, 2004 - Optimizing the e-Commerce Experience to Maximize Sales Across Channels
This groundbreaking paper provides a roadmap for transforming the way we think about and measure an e-commerce website's ROI.
Based on CRM Metrix's extensive customer experience measurement studies, the e-commerce site proves to be more than just another place to make purchases:
it is, in fact, a cornerstone for relationship-building, driving sales and increasing retention across all channels. E-commerce managers must move beyond counting 'hits' to actually measuring customer value and the website's impact on sales, both online and offline. The paper also highlights the development and calibration of a sales impact model for e-commerce websites, to allow e-business managers to optimize those elements of the site experience that maximize ROI across all channels.
June, 2004 - Measuring and Forecasting the Sales Impact of Brand Websites
This revolutionary paper offers insights and ideas on how to go beyond basic web metrics to actually measure and forecast the impact of your customers' website experience on branding and sales. By studying and modeling CRMMetrix's database of over three million data points - in the CPG, Apparel & Automotive industries in the United States & Europe - it is clear that brand websites represent an outstanding opportunity for marketers to build and develop strong relationships that translate into higher sales and loyalty with their best customers and prospects. To this end, the paper presents a model for forecasting and optimizing website brand impact. This breakthrough development provides a forward-looking marketing tool to brand marketers who want to predict and maximize their brand website's ROI.