Hemen Patel CRM Metrix: Columbus WAW, Jan 27, 2010

CRM Metrix, Inc.The Customer Listening Company

Th M k ti P f B d W b itCRM Metrix – the customer listening company

The Marketing Power of Brand Websites1

About CRMMetrix, Inc.CRM Metrix is a global market research company offering leading digital market research solutions that are used by leading brands: A one of a kind company with offices in New York, Cincinnati, Paris, Mumbai and Singapore

About CRM Metrix, Inc.

Singapore.

CRM Metrix offers a full range of digital market research solutions to help brands make the best decisions at all stages of the digital marketing development process and to maximize the return on their digital marketing investment. Digital marketing covers the brand website, online ads, online campaigns, email CRM programs,

i l di li hi i isocial media, online sponsorships, micro sites, etc.

CRM Metrix is committed to working with clients to "measure what matters" to your digital marketing success. With our full range of digital market research tools, you will know that you are making the best decisions at all stages of the digital marketing development process.g g g p p

The Minute Pitch ‐With any digital media or marketing strategy, CRM Metrix solutions offer:Pre‐Launch1) Concept Development2) Concept Testing Screening and Optimization2) Concept Testing, Screening and Optimization3) Usability ResearchPost‐Launch1) Measure Performance of digital strategy2) Evaluate contribution (ROI) of digital strategy

CRM Metrix – the customer listening company

3) Optimize digital media or marketing strategies

CRM Metrix, Inc. – Digital Market Research SolutionsCRM Metrix is committed to working with clients to "measure what matters" to your digital media and marketing success. With our full range of digital market research tools, you will know that you are

making the best decisions at all stages of the digital marketing development process.

Evaluate & OptimizeOnline Strategies

UsabilityResearch

ConsumerIntelligence

Micro-Sites

Online Sponsorships

Online Videos SiteSURF™ BenchmarkBenchmark your site against competitor sites to compare performances and determine

TOBS™Target Online Behavior ScienceResearch that provides insights

into your target’s online

Online Widgets

Facebook Fan Sites

Micro Sites pstrengths and opportunities

to optimize site

SiteSURF™ Tasks

y gbehaviors. Insights lead to

business decisions leading to what media to use to connect

and how to connect

Online Campaigns

Websites

Evaluate features of your site by inviting consumers to perform task and evaluating the performance of the tasksEmail CRM Programs

brandDelphi™ IdeaA qualitative/quantitative

solution that provides relevant ideas to add new features and

CRM Metrix – the customer listening company 3

goptimize website

CRM Metrix– The AnalyticsCRM Metrix brings to the table the ‘Voice of the Consumer’ insights.

A i bl i i h h d i b i d i iActionable insights that drive business decisions.


The 1st Question We Ask: What Are Your Site’s Objectives?

To Engage Build Customer Relations

Reduce Abandonment

Build Customer Relations

To Acquire Drive Purchase / Purchase Intent

Build Brand Equity Provide Product Information

Drive Purchase / Purchase Intent

Provide Customer Service

Provide Product Support

To Increase Conversions

Lead Generation

Deliver Fluid User Experience

pp

The main aim of any marketing strategy evaluation should be to measure the level at which these objectives are being met and


measure the level at which these objectives are being met and generate strategies from insights to optimize.

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SiteCRM™ Six Dimensions – In a Nutshell

A Website Visit Experience Evaluation Tool

toto1. Evaluate/Optimize Contribution of Experience towards Building Brand Health

2. Evaluate/Optimize Contribution of Experience towards Revenue Metrics

3. Evaluate/Optimize Contribution of Experience towards Customer Relations

4. Measure User Experience (in market site usability)

Summarizing: Evaluation that Leads to Maximization of Site Objectives

Key StakeholdersB d T M k i T U E i I i T A i S i


Brand Teams, Marketing Teams, User Experience, Interactive Teams, Agencies, Senior Marketing Management, Consumer Insights, Consumer Experience, Market Research.

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Could this be the New Marketing Model?

Brand

TVRadioPrint

Outdoor

TVRadioPrint

Outdoor

TVRadioPrint

Outdoor

BlogsSocial NetworksMicro‐SitesOnline Ads



BrandWebsite

OutdoorOutdoorOutdoor Online AdsForums

Online AdsForums

Online AdsForums

Engagement Strategy


Reach Strategy7

Conclusion – The End Game

R h Att ti E t C tHigh High High

Reach Attention Engagement Customer =

The Brand Website has the potential to operate at a high level and deliver on allto operate at a high level and deliver on all

three marketing components.


Brand Websites Build Brand Equity at All LevelsCompared to other media and marketing strategies, the brand website moves

the needle at all levels of brand equity.


Power of Brand Website – Visitor Quality Engagement

The brand website is a dark knight within the competitive battlefield. It offers up the

opportunity to interact with and influence nonopportunity to interact with and influence non‐loyal users.

Competitive Battlefield

Medium AffinityM lti Brand Users

Low AffinityCompetiti e UsersMulti‐Brand Users Competitive Users

10%‐15% Visitors45%‐55% Visitors

A Great Asset to Capture Market Share


Source: CRM Metrix SiteCRM™ norms

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Brand Websites Drive Lifts in Brand Websites Drive Lifts in Purchase Intent

+ 4 5%+ 4.5%Pre-Visit (control) vs. Post-Visit (test)


Source: CRM Metrix SiteCRM™ norms11

Brand Websites Drive Lifts in Purchase Intent

Acquisition & Conversion (Lifts Market Share)

Low Affinity(Competitive Users)

+3 1%Medium Affinity

(Multi Brand Users)

+3 2%+3.1% +3.2%Pre-visit vs. Post-visit Pre-visit vs. Post-visit


Source: CRM Metrix SiteCRM™ norms12

Consumer Purchase After Visiting Brand Website (Claimed)

On average, brand websites have a purchase influence of 33% to 41%.

N = 960 (100%) N = 740 (100%)

High AffinityBrand Loyalists

Low AffinityCompetitive Users

Claimed Purchased = 72.9% (700)Average Spent Most Recent Purchase = $44.03Site Visit Purchase Influence = 53.03%

Claimed Purchased = 37.8% (280)Average Spent Most Recent Purchase = $39.10Site Visit Purchase Influence = 51.43%


Source: CRM Metrix SiteCRM™ projects

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Brand Websites Drive Incremental Purchase

Growth in Share of Wallet $$ (Category Spend/Brand Spend)



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Brand Websites Drive Incremental Purchase

Growth in Purchase Frequency After Site Visit



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Brand Websites Build Positive Brand Opinions

I feel much better about the brand

CRMMetrix Norms Corporation 1 NormsCorporation 2 NormsCRM Metrix NormsNet Lift = +13%

Corporation 1 NormsNet Lift = +23%

Corporation 2 NormsNet Lift = +17%



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Brand Websites Build Brand Image Perceptions

Is a brand I trust

Is a leading brand

Is high quality Is credible

Is a cool brand

Site : 1 (100% Positive Lifts)10/10 Image Attributes

Site : 2 (90% Positive Lifts)

Site : 3 (80% Positive lifts)

Site : 4 (50% Positive Lifts)

The majority of brand websites measured drive lifts in brand image perceptions



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Brand Websites Build Customer Relationships

Customer Retention Index™ – Driving EngagementSatisfaction Revisit & Recommend Website

Site : 1 Site : 2 Site : 3

Satisfaction, Revisit & Recommend Website

Now this is a Relationship Building Performance



Performance

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Brand Websites Drive Word‐of‐Mouth & BuzzBrand Websites Drive Word‐of‐Mouth & Buzz Potential

6.0% Promoter Growth

9 75% NP®S Growth9.75% NP S Growth



Brand Websites Drive Brand Recommendation Intent

B d W b i b h l f ki k d f h iBrand Websites are a buzzworthy platform to kick start word‐of‐mouth campaigns

+5.7% +5.5% +5.2% +4.9%+4 5%

Site 1 Site 2 Site 3 Site 4 Site 5

+4.5%

Brand Recommendation Lifts



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Thank You!Question & Answers

Hemen Patel Russ ShirleyHemen PatelCRM Metrix, Inc.PresidentTel : 201‐617‐9889

Russ ShirleyCRM Metrix, Inc.VP, Marketing and Client LeadershipTel : 513‐234‐4460

Email : [email protected]: New York Office

Email : [email protected]: Cincinnati Office

Ike BrunnerCRM Metrix, Inc.Director, Analysis and Client LeadershipTel : 513‐234‐4468Email : ibrunner@crmmetrix com

CRMMetrix, Inc. 700 Plaza Drive, 2nd Floor, Secaucus, NJ 07094

Email : [email protected]: Cincinnati Office


CRM Metrix, Inc. 700 Plaza Drive, 2 Floor, Secaucus, NJ 07094Tel: 201‐617‐9889 / Fax: 201‐617‐8588 :: www.crmmetrix.com

New York – Cincinnati – Paris – Mumbai ‐ Singapore21

Hemen Patel CRM Metrix: Columbus WAW, Jan 27, 2010

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