November 2010
Beginner
280 pages
6h 49m
English
Content preview from The Secrets of Success in Marketing
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24 PART 1 Closer to your customers: the true measure of success
Use lifetime customer values to improve
marketing performance
There are four important applications:
Set target customer acquisition costs.
Allocate acquisition funds.
Select acquisition offers.
Support customer retention activities.
Set target customer acquisition costs
If a customer is expected to generate more than one sale,
the allowable acquisition cost can be greater than the cost
allowed for the first sale – the classic loss-leader approach.
However, overspending on customer acquisition can also be
risky. A reasonable calculation is to recruit only from those
sources
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.