Virtual, Face-to-Face or Hybrid: Development of an Omni-Channel KPI Model
Start - Our work - Virtual, Face-to-Face or Hybrid: Development of an Omni-Channel KPI Model
Our core service for an international company was the development of an individual KPI model that enables the strategic assessment and targeted management of investments in engagement marketing. The KPI model was to be able of measuring virtual, hybrid and face-to-face engagements as well as being applicable in different product areas. In this context it was particularly important to establish a common understanding of success and target dimensions across stakeholders and specialist areas. In addition, clear practical relevance was crucial: A KPI model that is internally accepted, easy and fast to implement, but also sustainable to analyze.
Phase 1: Development of the KPI model
KPIs always have a very clear reference to a specific objective. Therefore, the starting point for the project was an audit of the current situation as well as challenges in marketing and communication. The definition of the resulting objectives was done jointly: Strategic and operational objectives were compiled and consolidated from different perspectives through qualitative interviews with the most important stakeholders from brand management, marketing, sales, and product development. On this basis, insidery developed an easily understandable impact model, which was presented and discussed in a workshop. In addition, the practical suitability of the model was already validated in the development phase based on the typical target groups representing different product areas and their “customer journeys”. insidery then worked out recommendations of meaningful KPIs for the target dimensions of the impact model, which were transparently assessed and selected together with the customer in a second workshop using typical quality criteria. A final overall presentation of the KPI model rounded off the development phase.
Phase 2: Transfer into practice
In order to ensure smooth use in practice, insidery created a measurement toolbox tailored to the KPI model. This toolbox contains, among other things, all KPIs, data sources, and survey and calculation methods required for the application of the KPI model. From questionnaires for target audience feedback to templates for marketing, platform and controlling data, tips & tricks for implementation, everything needed can be found there – centrally stored in one single file.
Complex requirements and customer-specific challenges can be conciliated, and our customer now has a KPI model that they can genuinely work with. It can be applied to trade fairs and congresses, but also to symposia, lecture series or webinars – virtual, face-to-face or hybrid – wherever the company meets its target groups. As a result, marketing and communication can now be aligned even more strategically.
Get advice now
We look forward to new challenges – just call us or send us a message.