Retention is the new acquisition

28 Sep 08 - Mark Klein

From here, it looks like the tide is turning.

When you fish the tidal estuaries of our New Hampshire coast, you quickly learn that fish bite when the tide is flowing. Many days I’ve sat in a boat at slack tide, waiting for the current to reverse, the tide to run, and the fish to bite. You watch for those first signs of the water moving, like a leaf or twig and then seaweed beginning to move past your boat. Right now, I am seeing indications that the tide in marketing is changing.

Top Ten Reasons Why Companies Don't Adopt Mathematical Marketing

11 Sep 08 - Mark Klein

10. Ignorance: They’ve never heard of it.

9. Irrelevance:  Most of their customers are one-time buyers, so how could mathematical marketing help?
 
8. Overconfidence: They think their current marketing program is working fine. They already know who their best customers are. They’re getting 80% of their revenue from 20% of their customers. What could be better?

7. Skepticism: They doubt it works; they believe all customers defect sooner or later.

6. Resistance to change: Regardless of whether it improves the bottom line in the long-run, they are unwilling to change doing business as usual.
 
5. Inexperience: Mathematical Marketing appears complex, requiring skills and people they don’t have.
 
4. Cost: It sounds expensive

3. Intimidation: Marketing is an art, and math belongs in the classroom.