White Papers

"Pre-CRM" Testing Techniques - Determining the Potential for Marketing ROI

• Tags:
• crm,
• marketing,
• customer value,
• initiative

Overview CRM can generate increased profitability for your business in two ways by reducing costs, usually in the call center or distribution system (operational CRM) and increasing customer value (LifeTime Value) through marketing (analytical CRM). It's possible to determine in advance whether your "customer marketing side" CRM initiative has the potential to increase the value of your customers. You can use the following methods "pre-CRM" to estimate the potential for the marketing side ROI of CRM investment, or use them to prove plain old database marketing will be as effective as the marketing / analytical side of CRM when trying to increase customer value.

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