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Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age by Gert H.N. Laursen

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FINDING THE MOST VALUABLE CAMPAIGNS

This section was written for process owners who want to optimize their existing sales activities directed to their existing customer base and who have DW information about which customers buy what as a result of which campaign. The aim of this section is to show how you can identify which campaigns are the most valuable for your company from a return on investment (ROI) perspective. At the same time this analysis also uncovers which campaigns give the lowest return and potentially should be stopped since they simply might represent a waste of resources. This way of working with performance data is also known as marketing automation. If this is a new term for you, you can read more about it in Chapter 8.

The purpose of this section is to create a framework that allows you to identify which campaigns within all your cross-selling activities perform well. Apart from telling you which campaigns you should keep active, you will also learn how to identify the common denominator of all successful campaigns. This analysis therefore will help you understand from an overall perspective the characteristics of a successful campaign and potentially will improve the way you design campaigns in the future. A typical example is how you can produce lead information from lag information. You should keep the saying among controllers in mind: “It is likely that the most valuable person in this organization is an innovative person who continuously challenges the ...

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