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You can append online and offline data to new customers, one-time buyers, average customers and older customers to assess their potential spend. Then, based on this potential, test the channel and corresponding investment that match that potential. That results in increased ROI. Best of all, by testing now, you hopefully can uncover the information you need to roll out when the economy improves and more marketing funds become available.
The webinar's other presenter, Brian Peck, vice president of market management for Epsilon Targeting, defined the specific types of data available, providing examples of each and recommending the best application for each. This summary was good for everyone, from seasoned data hounds to newcomers.
Mary Ann Kleinfelter is vice president of marketing for L-com Global Connectivity, a B-to-B marketer of connectivity products. Reach Mary Ann at mkleinfelter@l-com.com.
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