MKT 700 Lecture Notes - Lecture 3: Geotargeting, Web Banner, Fashion Blog
Document Summary
Instead of finding customers who will want your products, it is now possible to discover which products your customers will want in the future. Instead of maximizing sales, companies in the customer era focus on optimizing customer lifetime value and share of wallet to drive profitability of the enterprise. Blocks of predictive marketing: continuously learn more and more about your customers: capture data, build profiles and unify the information on a daily basis. We discuss how to do this in great detail in. Chapter 3: analyze customer information and assess customer preferences and profitability at a micro (individual/segment) and macro level both past and future. Part ii of this book is entirely devoted to these practical applications (artun, 20) How much do you spend with companies over the course of a year: which ones do you spend the most with, why is that, think 4 p"s. The average cpc on the display network is under .
