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Managing marketing ROI requires good measurements and analyses, a solid financial framework, and – most important of all – a process for applying insights into the strategic and tactical decision process. Customer targeting and segmentation has the most significant impact on marketing ROI success but often gets much less attention than measuring and managing the marketing channel mix. Jim Lenskold, president of Lenskold Group, will discuss how smart customer and sales analytics can provide actionable insight in planning and delivering more profitable marketing initiatives. We’ll cover key questions such as:
- How do you prioritize based on future value potential?
- Who should be filtered out of your marketing efforts?
- How does value-tiered marketing investments help profitability?
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