New Focus for Marketing Analytics: Lead Targeting
For the past 15 years, retailers, banks, non-profit, catalog companies and many other B2C businesses have spent the bulk of their marketing budget on new customer acquisition. On the flip side, vendors have tried to convince them that they should be focusing their analytic efforts on existing customers in order to cross-sell, up-sell or prevent them from churning. These efforts have had limited success for the past 10 years. Whether vendors or companies are on the wrong path is not my point here, instead I want to explore how we can help companies with their primary pain points, namely:
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