Using Lifetime Value to Determine Your Marketing Strategy Direct Marketing Association Tues. Oct 19 2004, 2:15 – 3:15 Morial Convention Center New Orleans, LA Arthur Middleton Hughes VP / Solutions Architect What KnowledgeBase Marketing Does Data Access And Analysis Software Marketing Staff
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Direct Marketing AssociationTues. Oct 19 2004, 2:15 – 3:15 Morial Convention CenterNew Orleans, LAArthur Middleton HughesVP / Solutions Architect
Inputs from Retail, Phone, Web
How a modern database system works
People who build databases
Merge/Purge, Hardware, Software
People who understand strategy
Build loyalty and repeat sales
Ridgeway Fashions Leesburg, VA 22069
Dear Mr. Hughes:
I would like to remind you that your wife Helena’s birthday is coming up in two weeks on November 5th. We have the perfect gift for her in stock.
As you know, she loves Liz Claiborne clothing. We have an absolutely beautiful new suit in blue, her favorite color, in a fourteen, her size, priced at $232.00.
If you like, I can gift wrap the suit at no extra charge and deliver it to you next week, so that you will have it in plenty of time for her birthday. Or, I can put it aside so you can come in to pick it up. Please call me at (703) 754-4470 to let me know which you’d prefer.
Robin Baumgartner, Store Manager
This 28% lost 22% of the bank’s profits!
Bank Customers by Profitability
Your Best Customers - 80% of Revenue
Spend Marketing Dollars Here
Your Best Hope for New Gold Customers
1% of Total Revenue
Reactivate or Archive
These may be losersMarketing to Customer Segments