Conclusion
We discussed in this chapter the process of really analyzing your existing media, what you are currently doing to touch your customers, the definition and importance of ROI, and the cost of customer acquisition. We also discussed your persona, how you communicate with your customers, the frequency, your message, and your call to action or conversation strategy.
Determining your ROI and cost of customer acquisition is more than an exercise. This process will be critical when you get to Step 4, Chapter 25, Identify Resources. The answers you get in this chapter will identify what you are currently doing that is effective and is returning a good ROI and what isn’t. As Bill Marriott, the CEO of Marriott Hotels, says about his blog, “It will tell you what you are doing right so you can keep doing it and what you are doing wrong so you can stop.”
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