3 Steps to Building Solid Customer Relationships

• Acquisition (driving traffic to your website): This relates to online and offline marketing channels — e.g., search engine optimization, display, paid search, email, affiliates, social media, catalogs, public relations, etc.
• Conversion (turning visitors into customers): This includes website design and content, as well as outside sales channels. Measure conversion funnels for insight into where prospects drop out of the buying process.
• Fulfillment (delivering products): This data stems from shopping carts or e-commerce platforms. Pull in data on operational costs associated with fulfillment, such as shipping, packaging and warehousing.
• Retention (how you service customers and get them to return for additional purchases): Support systems and email marketing systems are primary data sources.
• Measurement (at each step in this framework): Measurement can provide data on top of data. Examples include conversion optimization, A/B testing platforms, and social graphing customer profiles using email addresses or social media.

3. Pull the data together. With data sources identified, aggregate the source platforms, then select the method for data extraction by your customer dashboard. Here are three methods for aggregating data: