Don Peppers and Martha Rogers Ph.D. invented one-to-one business strategy over 15 years ago. Today, they are recognized gurus, acclaimed authors and globally sought-after speakers.
As the U.S. House and Senate make last-minute changes to the final wording of the financial-overhaul bill, one thing seems fairly certain: U.S. banks and brokerages stand to lose billions of dollars in revenues as a result of the new rules aimed at providing additional safeguards for consumers on investments and other products.
Organizations looking to increase customer retention have a new tool at their disposal: IPTV.
As soon as the Internet became a part of our daily lives, people began to look for ways to watch television online. However, sufficient infrastructure for this technology needed to be developed for this dream to come true. As a result, we witnessed the emergence of Internet-Protocol Television (IPTV) within the past decade.
Today IPTV is gaining traction for many companies from a variety of different industries. For example, telecom companies are trying to create new value-added services for their customers through IPTV and content owners use IPTV as a new delivery channel.
Continue reading "Customer Strategist Yasemin Yücel, Ph.D.:
Tapping Into the Growing IPTV Market" »
There is an interesting and well-informed article discussing Martha Rogers' and my Return on Customer metric in the most recent issue of the UK's Marketing Week magazine. David Reed, who covers the "data strategy" beat for the magazine, writes that while the data side of marketing has benefited greatly from a renewed attention to the financial metrics of success, particularly ROI, this might be a short-term blessing for the discipline. What he means is that ROI metrics typically look at campaign or product profitability figures, but have little to say about the long-term value created (or often destroyed) by marketing efforts. On the other hand, he says, the ROC metric does capture long-term value, because it incorporates changes in customer lifetime value (LTV). [Note, please that Martha and I have trademarked the terms "Return on Customer" and "ROC." We grant permission to people to apply these terms to their own analytics efforts when we deem the terms are used correctly.]
Continue reading "Has the Time Come for "Return on Customer" At Last?" »
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