White Paper: Measuring Long-Term Customer Relationship Management Value

Share this content:
Many retail marketers are responsible for managing multimillion-dollar marketing budgets that include significant allocations for the development and implementation of CRM contact strategies. These retail marketers are often challenged to demonstrate the marked value that direct mail and e-mail contribute to the business and to measure CRM value in terms the business can utilize in conjunction with traditional sales metrics.


The hurdle lies in bridging the connection between typical marketing measures and the traditional store sales calculations used by retailers and Wall Street to measure profitability of the business.


The challenge is that traditional metrics such as same-store sales growth or inventory turnover offer insight for the store manager and Wall Street, but do not quantify the true impact of customer marketing efforts. Conversely, the value CRM efforts bring to the business can be calculated, but not at a macro, long-term level using these same measures.


http://www.dmnews.com/pdffiles/alliance.pdf


Alliance Data Systems is located in Dallas. Contact Alliance at 800/805-8764 or www.AllianceDataSystems.com.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above