This webcast is part of the series, Marketing ROI: Insights-to-Action, presented in association with Lenskold Group and SAS.
Your ability to effectively reach and influence the right audience has a significant impact on your marketing success and ROI. It’s not just about reaching higher value segments but also higher conversion segments. The more you know about customers and customer segments, the better you can drive more profitable marketing with targeting.
In this webinar, you will learn how good customer intelligence supports more precise planning as well as insight that drives customer-centric strategies. Customer intelligence can help align targeting between acquisition, retention, and cross-sell marketing initiatives, making it possible to truly maximize customer lifetime value. With increased efficiencies, you can allocate more marketing investment into the right customer segments and can earn a greater share of profitable sales, creating a significant competitive advantage.
Key learning points include:
- Capturing actionable customer intelligence from the right sources
- Using customer intelligence effectively
- Putting predictive modeling and other analytic techniques to use
- Leveraging insights in ROI calculations to justify incremental marketing budgets that deliver bottom line results.
About Jim Lenskold
Jim Lenskold is President of Lenskold Group. He has brought 20 years of innovation in marketing ROI measurements and analysis into the mainstream marketing organizations through consulting, publishing, speaking and workshops around the world.
His book Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability is translated into eight languages and was named one of the five most influential marketing books of 2004 (Berry – AMA Foundation Awards).
Founded in 1997, the Lenskold Group helps Fortune 1000 and emerging mid-size companies adopt advanced marketing ROI capabilities and build greater accountability and credibility for marketing. Lenskold Group specializes in practical measurements, ROI planning tools, and financial impact analysis to guide profitable acquisition, retention, and growth strategies for B2B and B2C companies. The Lenskold Group serves Fortune 1000 and emerging companies in the US, Canada and Europe.
