For most companies, lead generation is a good portion of the marketing budget, yet it can be very difficult to show positive return on investment. The expensive and elusive questions have always been “What is the best path to conversion," and once someone becomes a customer, “How much do you invest to sustain maximum loyalty and engagement?”
… you could identify and prioritize the best possible opportunities among your entire addressable universe of customers and prospects?
… you knew for each of your product or service lines, which customers and prospects were most likely to buy?
… you knew before attacking a new market which customer segments to invest your resources with in order to achieve the best response?
You CAN, with marketing analytics.
Using marketing analytics with your existing customer and prospect data you will discover insights that transform your ability to market more effectively and provide a much greater return for each marketing effort.
Using this approach, some B2C companies have seen market share growth of 30% year over year, sales increases of up to 50%, and an attrition reduction of 40%!
Try it and you will see that marketing analytics will deliver a substantial return on investment.
About the Author:
Tim Tully is a Practice Leader in the Healthcare and Consumer Markets for marketing analytics firm SIGMA Marketing Group