This webcast is part of the series, Marketing ROI: Insights-to-Action, presented in association with Lenskold Group and SAS.
Aggregating and analyzing customer intelligence can provide incredible insight into customer behaviors and identify opportunities for profitable growth. This webinar will concentrate on techniques for understanding purchasing and relationship patterns and trends for behavior-based marketing segments.
Using this customer-centric approach to understand customers provides the ability to take a very strategic approach to attracting more from your best customer segments, growing existing customers to the next level of customer profitability, and developing new growth opportunities based on unique customer needs. We will also cover how this approach can be used to assess opportunities during tough economic conditions.
Key learning points include:
- Creating behavior-based views of key business metrics
- Using data mining and advanced customer behavior analysis to identify high growth opportunities
- Identifying actionable behavior trends that guide strategies in recessionary market conditions
- Using research and analytics to capture intelligence that unlocks ROI improvement opportunities.
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.
