This webcast is part of the series, Marketing ROI: Insights-to-Action, presented in association with Lenskold Group and SAS.
Integrating multiple marketing initiatives and customer intelligence offers the opportunity to improve customer ROI and optimize marketing effectiveness. Marketing must both tap into existing customer data and continue to capture and enhance that data. Significant opportunities exist to further strengthen customer retention and cross-sell success.
Customer intelligence comes from both internal and external sources. The webinar will map out how intelligence should accumulate from the very beginning of the marketing process when acquiring new prospects and continue through the customer relationship. This intelligence includes not just demographic and purchase pattern information but data on the marketing and sales contacts and responses – an area that research has shown to be lacking for most marketing organizations.
Key learning points include:
- Managing critical success factors to profitably improve customer retention and growth
- Using marketing to capture and enhance customer data
- Applying funnel-based insights to shape multi-contact, integrated strategies
- Identifying key metrics to track and manage customer value.
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.
