By Gert H. N. Laursen
Professional tips on details administration for maximum purchaser intelligence tactics
Providing crucial assistance for info administration, this ebook is helping you recognize the fundamentals of knowledge administration, tips on how to layout and release client intelligence campaigns, and optimize current purchaser intelligence procedures. * how you can align info administration with corporation method * Examines the way to get, develop, and keep precious clients * Discusses find out how to optimize current consumer intelligence methods
Showing you ways to make wide use of knowledge, statistical, and quantitative research, explanatory and predictive modeling, and fact-based administration to force determination making, company Analytics for consumer Intelligence provide you with the instruments what you are promoting must optimize you information pushed approaches.
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Additional resources for Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age
Your objectives clearly indicate that your success is directly linked to your ability to sell more to your existing customer base. You are placed in sales with responsibility for what happens after the contract is closed. You have never worked actively with cross-selling and upselling to your existing customer base. In this case, there are potentially some quick wins here since you already have some customer commitment and trust. You are strategically positioned in a market with a relatively high penetration compared to the expected market potential and are in a market with relatively loyal customers.
Costs of letters. Costs if the customer could have information sent to an email address; and so on. There could also be additional earnings for customers: Interconnect earnings. What we earn from other persons calling our customer from other networks, which subsequently can be charged to other network providers. 5 Value-Based Segmentation What the customer buys in our shops. Potential earnings from the dunning process. It would also be logical to make the segmentation on a customer level rather than a phone number/subscription level, since the decision makers whose behavior we are about to change could be a company or family, where only one key decision maker pays for all the subscriptions.
This leads us on to the second essential concept: value-based segmentation or customer value estimation. You must recognize that not all customers are equally profitable to you. Therefore, the big question is: Which customers are valuable to you? Even more important: How can you improve or control their value? C U S T O M E R V A L U E E S T I M AT I O N ◂ 23 CUSTOMER VALUE ESTIMATION The basic idea behind customer value estimation is that not all customers are equally valuable; there are customers who are very valuable and customers whom you lose money on serving.
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