75% of Marketers Aren’t Getting Full Customer Revenue
by Joshua Tretakoff | VP, Account Management
A telling piece in today’s DIRECT that may shed a little light on why so many businesses have been unable to shore up their customers in the wake of the economic downturn.According to the CMO Council, “just under 47% of marketers around the world have ‘good insights into retention rates, customer profitability and lifetime value,’ “And, “more than three-quarters of the respondents believe they aren’t realizing the full revenue potential of their existing customers.”
Wow. Talk about untapped potential. We live in a world of massive computer horsepower and a slew of talented analytics folks. Just choose the right data collection mechanism (say…oh, I don’t know…a loyalty program? 
), and a set of embedded analytics tools, and you’re seeing some pretty significant profitability swings. It may not be as sexy as paying for a Superbowl commerical, but I bet it yields a lot greater ROI.
