In the first installment, we looked at some straightforward approaches to improve decision making about marketing resource allocation. In this second part, I'll draw from the best practices in organizations of all sizes to expose some additional opportunities for marketers today.
Looking across geographies and industries, it's striking to note the profound differences between how companies optimize the sizing and allocation of their marketing resources. In this first part of a two-part series, I'll draw from the best and worst practices in organizations of all sizes and share some practical advice for how you can improve your marketing.
Customer loyalty is a powerful driver of business success. Realizing its power, though, requires taking a step back and rethinking what customer loyalty is and how it should be built. The biggest transformations come from taking a different approach to building customer loyalty. Over the years of working with some of the biggest marketers, that has led us to adopt seven rules for success that require clearer thinking, not just smarter analytics.