Digital comes with a surprising paradox: although it can be measured more easily than most traditional channels, companies continue to rate “unclear ROI” as one of the 3 top bottlenecks for online. On the one hand, the quantitative measurement options of the Internet can be daunting and lead to overmeasurement of a plethora of “nice to have” metrics, while on the other, simple, cost- effective qualitative metrics are often underused. Last but not least, ROI in its purest form continues to be very expensive and difficult to demonstrate – just as in the offline world.
Does fusion marketing really move the needle? Across Health leverages several proven models from the fast-moving consumer goods industry to help companies select the right KPIs and track these over time. They include a comprehensive metrics framework and the Net Promoter Score. In addition, our consultants can help you set up the so-called rep equivalent model, which relates the impact of digital to the fieldforce. Across Health is also offering unique online impact tools like the Customer Impact Tracker, often in a dashboard format.