Gartner Research

CMO Perspective: Mobilize to Calculate Vital Customer Value Metrics

Published: 10 January 2017

ID: G00308933

Analyst(s): Ewan McIntyre

Summary

Customer value metrics are essential measures of marketing effectiveness, monitored closely by CMOs in mature marketing organizations. Your customer value metrics are unique to your business and require you to reach across the organization to define the journeys that drive profitable loyalty.

Table Of Contents

Upshot

What You Need to Know

Analysis

  • Understanding the Relationship Between Strategic, Operational and Tactical Metrics
  • Three Steps to Capturing Key Customer Value Metrics
    • 1. Audit Your Available Customer Data
    • 2. Calculating Profitable Loyalty and Advocacy

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Peers

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