Evolve Your Approach To Acquisition And Retention

Marketers continue to emphasize acquisition and are willing to take the risk of acquiring customers with low long-term profitability. While retention efforts typically enjoy the spotlight in an austere business environment, they should instead become a strategic choice and not a knee-jerk reaction to gaining efficiency. Customer insights (CI) professionals can step in with their analytics know-how to optimize both acquisition and retention processes with the use of five essential customer analytical techniques. This report is an update to two reports: "Must-Have Analytics For Your Retention Tool Kit" and "Must-Have Analytics For Your Acquisition Tool Kit," originally published on December 14, 2011, and February 6, 2012, respectively. The two reports have been combined and the content has been updated to include recent survey data on customer analytics.