See a recording of this Web Seminar:
Part One (14 minutes)
Part Two (18 minutes)
Attend and find out how using optimization can:
- build a complete picture of your customers
- enable you to create a process for customer loyalty
- help you achieve lower direct marketing costs without sacrificing sales
Optimizing Customer Contacts - A New Method
"Optimizing Customer Contacts-A New Method for Delivering Bottom Line Results"-a one hour online seminar will show you how optimization can make a difference in your marketing In today's world, consumers face multiple opportunities and multiple avenues for purchasing services or goods. Today's global economy has enabled a company's competitors to compete on price and quality. Thus, the key differentiator becomes providing customer service and building loyal customer relationships. For example, customers do not have the time to go through the range of items and information they receive on a daily basis. Chances are only those marketing contacts that directly appeal to the individual customer are likely to be used to purchase goods or services. It becomes evident then that increasing customer retention and loyalty depends heavily on a greater knowledge of an individual's behaviors and needs. Business intelligence (BI)-the process of transforming transactional data into key insight-is just one of the new technological disciplines that has stepped up to give a company's marketing team a better understanding of their customers. Now, operations research techniques of mathematical optimization have been employed to enable direct marketers with an innovative, practical means to build long-term relationships with their customers.
Build Customer Interaction With Mathematical Optimization
Horizontal Marketing™ is the next wave in cutting-edge BI technologies for direct marketers. Veering from the traditional campaign-oriented predictive models, this customer-focused approach uses mathematical optimization to build a complete picture of how the company interacts with each customer across time. Today's traditional models typically focus on the best customers for a particular campaign-Horizontal Marketing focuses on the best campaigns for each customer. Traditional methods predict response to a specific campaign or catalog with no consideration of future campaigns. Horizontal Marketing considers upcoming campaigns and using this knowledge, allows companies to create more intimate, effective relationships with each customer.
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