- Who your customer is & how they interact with competitors
- Who your most profitable customer is & what value they have over a period of time
Identify the best customers via the best channels in order to maximise customer recruitment.
Reviewing the entire house file without understanding which customers are adding value can build the file without growing the business.
Calculate what is driving the opportunity within channel viewed as:
Return on investment (most profitable campaign within a channel)
Cost per acquisition (most efficient recruitment activity within a channel)