Campaign Optimization – Driving Dramatic Gains in Marketing
Efficiency
As written by Trevor Jones, Head of Consultancy, Marketing
Databasics
Customer marketing has never been more complex and stressful.
Increased recruitment costs, pressures on budgets and a resultant
stress on customer development and retention are only the start of
it. Now we also have to deal with multiple channels through which
we can contact customers. The costs and responsiveness of each
channel can vary dramatically, and there’s also the issue of
customer preferences. And what about the ‘customer experience’ that
we’re beginning to hear more about. It’s a lot to sort out, and
marketers who adopt the ostrich strategy will find the sand getting
very hot around their ears very soon!
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