How to build a scientific approach to customer marketing

Gigaom

You’re spending plenty of time and money on your customer retention campaigns, but are you effectively measuring the effectiveness of your campaigns – in monetary terms – in order to optimize future campaigns and maximize the revenues they generate? That’s why you must introduce a scientific approach to your customer marketing efforts.

Instead of focusing on email open rates and click rates as the primary means of measuring campaign effectiveness, it is critical to focus on the monetary uplift generated by each campaign. The way to do this is to treat every campaign as a “marketing experiment.”

Control groups: The basis of a scientific approach

controlThe key to determining the true effectiveness of any customer marketing campaign is the proper use of a control group. A control group is a subset of the customers you’re targeting with a particular campaign who you decide will not receive the campaign.

The members…

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