How to get the most out of engagement efforts

05/28/2014 | MarketingProfs

Marketers should consider the cost of engaging existing customers and use metrics to determine how to maximize their return on investment, John Hoholik writes. He recommends using a central database to track the customer life cycle, monitoring multiple touch points to understand customer habits and providing real-time action based on that information. "Understanding customer lifetime value can yield powerful intelligence for developing effective customer programs," Hoholik writes.

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