Marketer, Know (and Keep) Thy Customer! An Analytics Approach to Customer Acquisition and Retention

Date: Thursday, July 16, 2009
Time: 3 PM EDT
Presenter: Dr. Ian Scott
Duration: 1 hour

With a broad mandate to grow customers and revenue, Marketing is focused on acquisition programs, and in some organizations, also manages satisfaction programs for current clients. As bold as this mandate is, it is also bound by hard and real cost constraints. Looking to get the best possible response with a limited budget, marketers can't simply campaign to any and all prospects, but rather to those that are most like their loyal and profitable customers, and within this group, to those most likely to respond to an offer. Understanding when to trigger retention protocols requires understanding churn and likelihood of an account to attrite based on a potentially wide range of behaviors embedded within customer and transactional data.

Join Dr. Ian Scott as he walks through an analytics approach for marketers to identify key segments within their target base of prospects based on the loyalty and profitability of current customers, market to those most likely to respond, and craft retention strategies based on insight you can unlock from within your own customer data.