Methodology and Examples
Marketing Productivity Series: Customer Marketing
Reducing costs is one way to get ROI from a Marketing and / or Service system; it’s also probably the simplest way. But the more profitable, highest ROI way to get payout on these systems is to increase the value of customers by keeping them as active, engaged customers for a longer time. Longer time?
That’s where the disagreements usually start. People get bogged down in LifeTime Value and other arcane stuff and before you know it, once again, nothing will be done about customer retention this year. So let’s change that! The following is a simple “how to” on making your customer marketing much more productive (and profitable) using simple customer models anyone can create.
Part 1: Attrition and Retention
Part 2: Proving the Business Case – Simply!
Part 3: Spreading the Average
Part 4: Setting the Tripwires
Part 5: Repeatability and Consistency
You might also like these case studies:
All of this is explained in more detail in the Drilling Down Book.