For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities. It is easy—and therefore tempting—to attribute a…
Consumer leads often come laden with enough information to make marketing easy. The process of identifying and qualifying business leads
Treat your best customers with care Top customers deserve special treatment. You can afford it, and they expect it and thrive on it. So business marketers
TEN YEARS AGO, Frederick Reichheld's The Loyalty Effect demonstrated to the world that a five-percentage-point decrease in customer defections could improve
Dallas retailer CompUSA has launched CompUSA Network for Business, a loyalty program for the SO/HO market. It awards points at a rate of 13 for every dollar spent.
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