Business Gain From How You Retain

Addressing Customer Churn and Marketing Burn

The Chief Marketing Officer (CMO) Council is undertaking a milestone research initiative Business Gain from How You Retain™ to assess the degree to which major brands are unifying and centralizing customer data, undertaking effective marketing analytics, and embracing advanced segmentation strategies. It will also define and analyze how companies are operationalizing data to collect a single, unified view of the customer.

Report Release:

Marketers Are Flying Blind When It Comes to Leveraging Customer Data and Analytics 50 percent of global marketers report having a strategy for further penetrating or monetizing key account relationships. Download Executive Summary and Full Report >>

Featured Expert Insight

Dr. Jacquelyn Thomas is overseeing the latest and most relevant research in customer relationship management, database and direct marketing, and statistical modeling of the customer life cycle. In her book, Customer Equity: Building and Managing Relationships as Valuable Assets (Harvard Business School Press), Thomas and her colleagues argue that companies must see customer value as a financial asset, which should be measured, managed, and maximized accordingly.