White Paper: Measuring Long-Term Customer Relationship Management Value

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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.


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Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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