Analytics

How to Calculate Customer Acquisition & Retention

October 24, 2011

Keeping customers actively engaged in the buying cycle should be the top priority of every marketing manager. The first step is knowing exactly what your customers are doing from the first purchase to the last one. This video shares the top five questions you should ask about your customer acquisition and retention along with how [...]

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Getting Social with Your Customers

October 13, 2011

Social customers are people who buy from your company and actively promote it online. They may be any place within the life cycle. These customers are extremely valuable. When they mention your brand to their community, they provide social proof that your company, products, and services are good. Their value doesn’t stop there. These customers [...]

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Measuring What Matters – The Analytics Every Social Company Needs

August 9, 2011

The purpose of business is to serve customers at a profit. This one sentence tells you everything you need to know about the metrics that matter. The numbers that help improve service, customer management, and profitability need to be measured. Getting these three components right is the key to corporate success. The metrics most commonly [...]

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First, Do No Harm

March 10, 2011
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The effects of poor data management vary. Sending a gardening catalog to a deceased customer after the family notifies you of the passing is hurtful. Continuing to email someone who has opted out is annoying. There are different levels of offenses, but if you aren’t regularly cleaning your data, you’ll do more harm than good. While it may not affect your customers, it will definitely affect your bottom line.

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5 Marketing Metrics Where Close Enough Counts

February 21, 2011

Marketing analytics are not engineering specifications. When designing a building, an error of one inch at the foundation can cause a three foot variance at the top. When calculating lifetime value (LTV), failing to factor in the future value of money has little effect as long as the calculations are consistent over time.

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