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3. How to set Marketing Automation Objectives & Goals

TBDWe recommend following a customer life-cycle approach with the following steps:

Awareness

• Lead Generation (newsletter subscription, push notification activation, …)

Consideration

• Time on site

• Page views (esp. Product and Campaign / Content Pages)

Purchase

• Newsletter traffic source revenue share

Growth

• 1st → 2nd Purchase rate

• Customer Retention Rate

• Purchase Frequency

Promote & Preserve

• NPS score