STATWatch: 77 percent of marketers are under pressure to make better use of existing marketing and CRM data*

by Irv Brechner on Nov 25, 2014 8:00:00 PM ER Magazine, Digital Marketing, DRTV

STATWatchOne byproduct of successful DRTV is a lot of data. You might have spreadsheets of information on such identifiers as online vs. phone buyers, single-item vs. multiple-item buyers, upsell buyers, male vs.
female buyers, purchase frequency, and much more.

Are you mining this data effectively? Are you using email and/or direct mail to sell more products to buyers based on segmenting your database? Do you have an auto-ship program in place for consumables?

If your answer is “No” to these critical questions, you’re probably leaving money on the table. It’s time to develop a program to maximize revenue from existing inquirers and buyers.

*Pursway, in DM News, August 2014

Irv Brechner is executive vice president of acquirgy and creator of its Customer Acquisition IntelCenter. Note: This STATWatch article also appears in Electronic Retailer magazine's November issue.
Irv Brechner's blog
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