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

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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