Branch topics LASER World of PHOTONICS World of Photonics Congress LASER World of PHOTONICS CHINA LASER World of PHOTONICS INDIA
Search in...
full text search
 only Highlights
from - to
Search by topics
Search by conferences
Password forgotten? 
Register now!
i All about

Mercateo - der Megahändler für Geschäftskunden im Internet

print page recommend page  |   Deutsch
Analytics made simple:
How to measure, rate, and improve customer acquisition & retention

Acquisition & Retention is a step-by-step guide created by Debra Ellis of Wilson & Ellis Consulting. It provides detailed information on calculating acquisition, retention, and costs.

The challenge of capturing data from multiple sources, compiling it into actionable information, and transforming the results into growth and profitability is overwhelming. The customer acquisition and retention initiative often becomes a perennial item on corporate “to do” lists.
Failure to launch the project didn’t matter too much when marketing teams were able to choose their customers by targeting specific profiles and demographics. Most customers acquired converted to loyal buyers.

Things have changed. Consumers use the Internet to find new companies to patronize. This appears to be a boon for business until you realize that most of the shoppers are looking for specific items and don’t match the profiles so carefully created.

Now, instead of acquiring new buyers with loyalty tendencies, companies are getting hit-and-run customers. These people choose the company for a specific item to fulfill a short-term need. They purchase once or twice and then disappear. And, they take profitability with them.

Using the same marketing techniques for a company’s target market and hit-and-run visitors wastes money. How much? It depends on the number of customers and the marketing plan.

For example, if 10,000 hit-and-run customers receive 12 catalogs at $0.75 each, it costs $90,000. While it is unrealistic to think that they can be flagged with their first order, the sooner they are identified as hit-and-run shoppers, the less money lost.

The first step in identifying hit-and-run customers is to evaluate customer acquisition and retention. How many customers purchased one time or two? How many people have reached the buyer status of three or more orders? What is the acquisition cost? How about retention costs? What data is needed to acquire this information? Where should one start?

"Analytics Made Simple: How to Measure, Rate, & Improve Customer Acquisition & Retention" is a step-by-step guide created by Debra Ellis of Wilson & Ellis Consulting. It provides detailed information on how to calculate acquisition, retention, and associated costs. It includes an Excel workbook already configured for convenience. The user provides the data; it transforms it into information usable for growth and profitability.

The guide is segmented into three missions. Once completed, the following information is available:
  • Acquisition and retention rates.
  • Average sales dollars by customer type (Onetimer, Twotimer, or Buyer)
  • Costs for acquiring and retaining customers
  • How direct marketing, Internet, and store customers compare to each other.
  • If there is a hit-and-run problem
  • How to balance customer acquisition, retention, and costs
"Analytics Made Simple" reduces the resources required to develop an acquisition and retention initiative. The process still requires effort, but the return is exponential.

The guide and workbook is available for presale at Its release is scheduled for November 18, 2008.

About Debra Ellis: Debra Ellis is a writer, speaker, consultant and the founder of Wilson & Ellis Consulting. She has extensive experience as a multichannel company consultant and executive. She uses her experience and expertise to teach executives how to integrate departments, motivate employees, maximize return on investment, and successfully grow their business. She recently completed an e-book entitled The New Rules of Multichannel Marketing.

hide articles  hide articles 
Internet Marketing Myth #7
People who don't buy from you just want something for nothing go
Xero - online accounting software
New businesses can reduce risk with web-based accounting systems go
Affiliate marketing
The most cost-effective 6 ways to online wealth go
Yahoo - Pphishing Tips
Don't talk to strangers - especially phishers go
Gartner highlights:
10 ways to spot a potential IT train wreck, and how IT modernization can help go
Dr. Lorraine Cohen
Learn insider tips to shine as a radio guest go
Conundrum Media - Search Engine Optimization
9 keys to a successful marketing campaign go
Mobile phone deals
Pay as you go phones vs contract mobile phone deals go
What Not To Do - What To Do
Internet marketing tips and tricks for internet marketing startups go
Basics of online money making
Making money online blog launches go
Tyler Enterprises
Gas saving tips that can make a difference go
Investing In Car Buisness
Essential guidelines for those looking to invest in the automotive industry go
Powless designs offers tips
Tips for the self publishing author go
NEU! Audio-Podcast
Podcast: Managing Pan-European PR go
Public Relations Asia
Textbook provides comprehensive industry guide go
RecruiTT - recruitment
A new concept in online recruitment go
How to Protect Your Web Server from Attacks go
CIOs must manage IT risk as business risk go
Computer Guide May Boost Security Testing Efficiency go
Four Core Messages for Leading Edge IT Change go
more articles ( 7 )  more articles ( 7 ) 
Stock Market - Trading Tips
Great ideas and tips for stock market beginners go
EU - CONTEXT project
A vest to measure stress go
Greyfirst - free public availability
World's first pre-production software go
more articles ( 33 )  more articles ( 33 ) 
CHD Expert Group - European Study
Lowest prices for dining in Germany go
EU-wide household survey
Internet phone calls getting popular in European homes go
Vereon - New trends and market development
Rising demand for E-Invoicing go

 News - 17.04.2014
 back    top