A depressing outcome of a Multichannel Forensics project (book, study) occurs when you cannot find a way out.
You observe a business that is struggling. You calculate the retention metrics, only to find that the business is not retaining customers at the same rate it used to retain them, even though marketing expense to existing customers is increasing.
You focus on customer acquisition, only to find that the business is acquiring fewer customers at a greater expense.
At this point, Multichannel Forensics cannot offer solutions. Multichannel Forensics can only show you how fast the ship will sink.
This is often the case when a brand is losing money. The methodology simply shows how fast things will deteriorate. Only leadership can experiment, can try different things to find a way out.
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...
Remember our e-commerce customer from yesterday ... 50% organic, 50% catalog driven? We mail a catalog, and the $3.00 matchback outcome is ...