In a phrase, marketing optimization is the practice of simultaneously maximizing customer lifetime value, and minimizing costs per acquired and retained customer.
Setting objectives around hard metrics like revenue and cost, marketing optimization is a highly accountable, data-driven discipline. With the infrastructure to properly define, track, measure, test and analyze the interactions with your customers in-market, we can expect returns for our optimization efforts in the following ways:
- Increased customer acquisition and retention rates
- Reduced customer acquisition and retention costs
- Increased customer life time value.
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