Success Metrics – Client Expectations

Client Expectations – A Metric of Success

It’s imperative that prior to implementing a marketing program that we get some sense from our clients what they would consider a successful program. It’s imperative in planning the campaign, are we interested in sales, traffic, results on a specific offer?

The basis we use for a successful result is the same basic premise online and offline, however, in the online world there are a few basics for client expectations.

As an example, if the goal is “higher margin on sales”, we will need to ensure some of the following:

• Click through rate (CTR)
• View throughs
• Pass-alongs
• Cost per acquisition (CPA)
• Lifetime value of a customer
• Website navigation
• CRM analysis

It’s imperative to know where you are going, the client’s expectations and the ability of your marketing program to meet those expectations.

We know online marketing is easy and just as easy to do poorly … our goal is to ensure we meet our client expectations and goals.  Let’s keep in mind that everything online is measurable, once a program is complete the numbers tell the tale. No exceptions.

Michael Bickerton, Raven5 Ltd, October 2010

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