Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

CHAPTER 4

Lead Information: What You Need to Know before Launching New Acquisition Activities

If I told you where and how you optimally could get your new customers, would that be of any interest to you?

This chapter is about how you can use customer analytics to improve your acquisition processes. This can be done in many ways, depending on the maturity of your information systems. That there is a relationship between which types of acquisition processes you can do and the information you have available should come as no surprise if you picture two organizations, one with a data warehouse (DW) and one without. In this case the organization with a DW would continuously be able to track the quality of new customers per campaign or channel, whereas the other organization would have to rely on beliefs or occasional studies assumed to be representative for all new customers. Because this relationship between the type of information that you have available and acquisition activities that you can do is essential, you can use the guide in the beginning of this chapter to lead you directly to the section of most relevance to you. Each of these sections then focuses on the relationship between data and analytical methodology, and how you can integrate the results into the way you do business. For more complex projects, the chapter also briefly describes the order in which things should be done. If you would like to read more about change management, stakeholder management, conflict ...