Expand markets and optimize costs with a new segmentation and modeling strategy : By Rick Witsell : Target Marketing

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	Jan  1, 2009
	
			Put Yourself in the Driver's Seat - By Rick Witsell
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			I arrived for a visit with my friend Bosley the other day. He appeared more than a bit stressed. “It can’t be done!” he wailed. “I just don’t see any way to bring down our acquisition costs. If I have to mail my housefile again this year, our customers are going to come after me with pitchforks and torches! It used to be that I had less than 10 channels to manage for customer acquisition, retention and upsell. Today there are at least 25—and most of them now allow for infinite and affordable customization. And no matter what we do, response is down and costs are up,” he moaned. He wiped a tear from his eye with a key code report. “What am I going to do? I can’t live in my car; I have a cat to take care of.”
		
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Put Yourself in the Driver's Seat By Rick Witsell

E-mail this story to a friend/colleague...

Put Yourself in the Driver's Seat
By Rick Witsell