This session will outline how to use the insights gained from data-mining and model building to develop and implement marketing programs. It will show how to develop insights that can significantly impact the development of marketing strategies, communication programs, loyalty programs, and specific contact strategies. Specific examples of how different marketers are using contact and relationship marketing to increase customer lifetime value and enhance customer loyalty will be provided. Additionally, this session will highlight lessons learned in implementing customer driven contact strategies.

Learning Points:

-5 keys to developing and implementing a successful contact strategy
-Deciding when and how to use modeling as part of your contact strategy
-Regulating timing and frequency of customer contacts to optimize ROI