customer analysis direct marketing
How to Increase Your Profits by Cultivating Your ‘Top Ten Percent’
By Jeff Walters on November 19, 2005
Not all customers have equal value to your organization; in fact, some customers are more profitable than others are. These profits come from the cost of service and total purchasing volume, not just individual product profitability. To cultivate these profitable customers, you first must identify them in your customer portfolio….
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Customer Analysis
By Jeff Walters on July 26, 2005
Not all customers are equal. In order to determine both their current value, as well as their potential future value, a variety of analyses are usually carried out on the customer data. These fall into the following categories:
Profitability / Lifetime Value
In assessing the value of cust…
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