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.
Nothing can fragment a marketing meeting like the subject of segmentation – and I don’t mean that in a good way. People are using market segmentation and customer segmentation interchangeably and while arguably one shouldn’t exist without the other, they are quite different and need to be treated as such.
In our last article in this series, we discussed Customer Segmentation.
You’re ready to move to the next level of your marketing: enhancing and differentiating your content and messaging as part of your overall strategy.
This is part one of an ongoing series about understanding your customer base.
There are many ways that we as marketers try to maximize our marketing efforts and spend. With every dollar scrutinized and every budget reviewed, how we spend our money has never been more important.
As marketers, we consider fatigue in two ways.
While the cadence with which you contact your customers is critical to maintaining a good relationship with them, today we’re going to focus on the second definition.