Closed Loop

A system that enables you to understand how a particular customer responds to your marketing initiative, from start (the initial behavior) to finish (the final behavior of interest, generally but not always a sale or other type of transaction) throughout the sales process.

Closed-loop systems allow for feedback and a cycle of learning and continuous improvement.

Customers respond in the way that best fits their busy lives which makes making tracking much more difficult.  We say:  “Call, Click, or Come Into One of Our Stores,” and that’s what the customer does.  However, the customer’s exact behavior can be difficult to predict and often will not take advantage of the special 800#, landing page, or source code marketing set up for tracking purposes.  A workaround is to diagram the closed-loop system and then create an appropriate match back algorithm to attribute sales back to the campaign of interest. 

Here is a top-down view of a typical closed-loop system. 

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Related posts:

1. Closed-loop Marketing System
2. Closed-loop Marketing System
3. Conversion rate (old school)
4. Cost per New Customer Acquired
5. Return on Investment (ROI)

Related posts:

1. Closed-loop Marketing System
2. Closed-loop Marketing System
3. Conversion rate (old school)
4. Cost per New Customer Acquired
5. Return on Investment (ROI)