by Marina Erulkar | Aug 3, 2018 | Customer Acquisition, Customer Analytics, Customer Intelligence, Customer Optimization, Customer Relationship, Increase Revenue, Strategy
Often companies focus on driving that first transaction to acquire customers. They should. Those new customers bring incremental revenue. However, companies must remember that customer acquisition is only the beginning of what should be long and profitable customer...
by Marina Erulkar | Jul 5, 2018 | Analytics, Customer Growth, Customer Intelligence, Increase Revenue, Strategy
Companies often experience explosive growth at their launch or with a new product. They address a big unmet need, and customers quickly recognize the value. It’s as if customers hold money in the air, clamoring for attention just to make a purchase. And just as...
by Marina Erulkar | Jun 2, 2018 | Customer Acquisition, Customer Intelligence, Customer Relationship, Customer Retention, Customer Segmentation, Increase Revenue, Strategy
Customer acquisition is important because, of course, new customers increase revenue. Customer acquisition is also typically the most expensive of the customer lifecycle phases. This crucial phase is about more than grabbing that first transaction. The true objective...
by Marina Erulkar | Jun 2, 2017 | Customer Intelligence, Customer Optimization, Customer Relationship, Customer Segmentation, Increase Revenue
Forrester offered a splashy prediction recently: The End of Advertising! The more significant statement followed the comma: the “beginning” of customer relationships. Not to split hairs here, but there was a time when companies routinely engaged in CRM (Customer...
by Marina Erulkar | May 3, 2017 | Big Data, Customer Acquisition, Customer Relationship, Customer Segmentation, Increase Revenue, Process Efficiency
There is a popular marketing practice based on customer personas. The approach defines simple customer segmentation by demographic descriptors, and then essentially targets like groups with tailored messages. Full disclosure: I was never a believer. The underlying...
by Marina Erulkar | Oct 1, 2016 | Customer Acquisition, Customer Analytics, Customer Intelligence, Increase Revenue, Marketing
Data is the raw material for deriving business and marketing intelligence. So much must go right to form that intelligence: ensuring that data is accurate, clean, complete, available, relevant, applicable, and actionable. And those are just table stakes. Actually...
