5. Managing Customer Relationships Through the Buying Cycle
Upon completion of this chapter, you should be able to
• Describe the campaigns process (phase two of ebocube)
• Understand the contact journey through the data life cycle
• Explain how to acquire a contact in EM in the most effective and efficient way using online and offline media and identifying the benefits of both “homegrown” data and purchasing data in EM
• Identify your RFM segment, the high-value segment of your database, and understand how to develop opportunities that will increase further growth for your company
• Understand how to integrate communications to the contact journey and move contacts along the ebocube commercial cycle
Welcome to phase two of ebocube (see Figure ...
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