Asking the Right Question
Every business should have a litmus test that separates the truly loyal customers from those who are neutral or disaffected.
Without knowing the proportion of customers who are steadfastly committed, ambivalent or susceptible to switching, marketing spending decisions can get made for the wrong reasons.
Content: Article | Author: Stephen Shaw | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales
The Trouble with Segmentation
Despite bigger and better data warehouses, fancier analytical tools, and a growing body of data-mining knowledge, companies continue to struggle with the concept of database segmentation. For now, segment profiles in most companies remain simply good bed-time reading.
Content: Article | Author: Stephen Shaw | Source: MarketingProfs | Subject: Marketing / Sales