A01 chaf6542 06 se fm indd

REACH

Build awareness on other

sites and in offline media

and drive to web presences

KPls:

• Unique visitors and fans

• Audience share

• Revenue or goal value

  per visit

ENGAGE

Build customer and fan

relationships through time

to achieve retention goals

KPls:

• % active hurdle rates

• Fan engagement

• Repeat conversion

ACT

Engage audience with

brand on its website or

other online presence

KPls:

• Bounce rate

• Pages per visit

• Product page conversion

CONVERT

Achieve conversion to

marketing goals such as

fans, leads or sales on web

presences and offline

KPls:

• Conversion rates

• Leads and sales

• Revenue and margin

M09_CHAF6542_06_SE_C09.indd   398

7/23/14   1:29 PM

---

399

Chapter 9  Customer relationship management

● 

Step 3 Convert – Achieve conversion to marketing goals such as new fans, leads or 

sales on web presences and offline.

● 

Step 4 Engage – Build customer relationships through time to achieve retention 

goals.

Integrating RACE

Digital channels always work best when they are integrated with other channels, so 

where appropriate digital channels should be combined with the traditional offline 

media and channels. The most important aspects of integration are, first, using tra‑

ditional media to raise awareness of the value of the online presences at the Reach 

and Act stages. Second, at the Convert and Engage steps, customers may prefer to 

interact with customer representatives.