Truth 17. ROI and profitability: Beyond ROAS to lifetime value and CRM

Well-executed Customer Relations Management (CRM) and customer data analytics can significantly boost revenue and profits. How do the principles of CRM apply to search engine marketing? We know that CRM and customer analytics can discover small segments of the overall customer base that contribute a disproportionate percentage of revenue or profit. You might have heard of the Pareto Principle (often called the 80-20 Rule). This principle holds true for almost every company’s data. Sometimes the data is astounding, going far beyond an 80% value delivered by 20% of the customer base situation. According to research conducted in the automotive sector, the top 0.2% of ...

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