In the space where retail meets online, competition is intense – and especially difficult to navigate when you’re playing in both games. I recently read an awesome interview from eMarketer with Theory House’s Jim Cusson and wanted to kick the same questions to our CEO, Mike Caccavale. His insights are worth a read.
There are many different strategies for measuring the value of your customers both individually and collectively. While collective measurements like Average Revenue Per Customer (ARPC) can offer you a holistic view of your entire customer base, it can often be misleading. ARPC can become significantly skewed by the presence of a few big-spenders.
The best marketing plans are a combination of data, customer insight, lessons from the past and educated guesses about the future. But what if, instead of planning, we could enjoy the benefits of a preseason like NFL teams? So I raised the hypothetical with our CEO Mike Caccavale, who like most of the crew in our Boston office, is a big Patriots fan. Here are some of his ideas.
"Do what you do so well that they will want to see it again and bring their friends." - Walt Disney
Pluris Marketing celebrated its 15-year anniversary earlier this year and CEO and founder Michael Caccavale is the first to admit it’s been an awesome journey. Meeting clients’ needs has always required strong leadership, and a keen eye for what’s on trend, and what’s coming next. So I sat down with Mike to take a trip down memory lane and to talk about what lies ahead.
We live in a multi-channel world. Consumers not only use more than one channel to make a purchase, they often use those channels simultaneously (checking online prices in stores, watching TV while browsing on their laptops) There are many factors that affect the quality of the cross channel experience. Externally, messaging, visuals, and functionality are all critical while internally marketers need to button up things like offer optimization, attribution modeling, and analytics.
In today’s modern marketplace, gaining a customer starts with the Herculean task of gaining their attention – and then keeping it. With more options, more noise and more distraction, it has never been more important to gain highly valuable customers – and then keep them around.
Your company’s churn rate – the percentage of subscribers to a service that discontinue their subscription – is a key indicator of your growth. If that churn rate comes too close to your number of new customers, you’re in serious trouble. So how do you keep people around?
