|
1.0
|
Executive Summary |
1 |
| |
1.1 Why Customer Profiles Need to be Optimized |
1 |
| |
1.2 Why Marketers Often Fail to Optimize the
Customer Profile |
2 |
| |
1.3 Why a Customer Profile ROI Paper is Needed |
3 |
| 2.0 |
Tell-Tale Signs of Bad Customer Profile Practices |
4 |
| |
2.1 An Undefined Customer Profile Strategy |
4 |
| |
2.2 Campaign Development in a Vacuum |
5 |
| |
2.3 Failure to Tie Campaign Reporting to Pre-defined
Success Metrics |
7 |
| 3.0 |
The Three Pillars of Optimizing the Customer
Profile
|
8 |
| |
3.0 The Three Pillars of Optimizing the Customer
Profile |
8 |
| |
3.1 Necessity of the Optimization Audit Process |
8 |
| |
3.1.1 Common Customer Profile Data Issues |
8 |
| |
3.1.2 Results of the Customer Profile Optimization
Audit |
11 |
| |
3.2 Importance of Customer Profile Strategy
Development |
12 |
| |
3.2.1 Define Key Business Questions |
13 |
| |
3.2.2 Classify Customer Profile Requirements |
13 |
| |
3.2.3 Implementing a Strategic Framework |
13 |
| |
3.3 Ensuring
Consistency with an automated solution like DBMT SurveyManager™ |
14 |
|
4.0
|
Critical Analysis of the Customer Profile
|
16 |
| |
4.1 The Customer Profile: Pre-Optimization Audit
|
16 |
| |
4.2 The Customer Profile: Post-Optimization Audit
|
17 |
| |
4.3 The Customer Profile: Data Quality after
Optimization |
19 |
| 5.0 |
Customer Profile Optimization: Cost and Benefit
Considerations |
22 |
| 6.0 |
Conclusion: The Optimized Customer Profile |
26 |
