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Identifying Customers At Risk For Defection A Good First Step Toward Improving Marketing ROI.

By Craig Barnes on Wednesday, July 30th, 2008 | 1 Comment

If you are a regular reader of this blog you know that I frequently talk about the “gold mine” of information that resides in operational data. Leveraging the information can improve marketing ROI dramatically … and quickly. Another buried treasure among all that data is information that can help you detect customers at most risk for defection. Read the rest of this entry »

Dollars are in the data.

By Craig Barnes on Friday, June 6th, 2008 | No Comments

Most companies are sitting on a gold mine. It’s their operational/transactional data. And yet most have not taken the steps necessary to leverage it to their benefit.

We recently completed a project for a customer that uncovered $110 Million in annual incremental revenue opportunity because we were able to convert their operational data into a 360 view of their customer base.  By appending other data to their transactional data we developed a complete customer profile and predictive models of others who would be most likely to respond to their product offerings.

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