4. Who are we talking about? www.sterlingmarketing.co.uk … . you know about and have bought from you … .. you know about and have never bought from you … .. you know nothing about and have bought from you You know nothing about and have never bought from you
26. Understanding your costs: example www.sterlingmarketing.co.uk Total Orders:1,751 Demand:£106,450 CPO: £8.60 Total Orders:2,051 Demand:£122,950 CPO: £7.34 ACTUAL LOOKED LIKE
30. Understanding your costs: Channel Matrix www.sterlingmarketing.co.uk Knowing what elements of marketing spend are driving orders helps you to make decisions about where to spend your money
39. Optimising customer performance Retention www.sterlingmarketing.co.uk Retention is critical – the more customers you can get to reorder – profitably, of course – the fewer you have to recruit or the faster you can grow