For Marketing & Advertising Professionals

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	September 27, 2004 Optimizing Your Customer Contact Strategy A Must-Do For Customer-Centric Marketing by Elana Anderson with Eric Schmitt, Tenley McHarg

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Executive Summary

Consumer-facing companies are executing more marketing campaigns at higher velocity than ever before. As a result, determining the best mix of offers for each customer has become a problem of enormous magnitude. Contact optimization helps companies overcome this complexity. Successful early adopters have significantly increased revenue and the overall effectiveness of their outbound marketing programs. However, contact optimization is a sophisticated technique that relies on centralization of the marketing process, a sound customer data infrastructure, and robust analytical skills.

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