December 2017
Intermediate to advanced
390 pages
7h 51m
English
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Chapter 27 Return on CustomerSM
Measurement Need
Just as managers seek to understand how much profit will result from each investment within a specified period of time, marketers must understand the added value derived from their customer investments. A sizable investment in time, money, and resources is usually necessary to gather enough useful details about customers to ensure that the ensuing marketing programs are properly designed and directed to the most appropriate audience.
To complete the analysis, marketers must evaluate the potential return on these customer investments. Calculating Return on CustomerSM (ROCSM) enables marketers to more confidently demonstrate that their customer investments are paying off.
Solution
According to ...
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