Why you should give 25% of your customers the boot

Presented by

Iain Lovatt

About this talk

On average, 25% of your customer base are poor performing - but how do you find your best and worst customers to begin with? Using an innovative customer insight service Blue Sheep calls Money Mapping. In this presentation, you’ll see how Money Mapping can revolutionise your marketing strategy and learn: -Why not all customers should be treated equally. -How to identify your 'treasure' customers. -The differences between your ‘treasure’ and ‘avoid’ customers. -How assessing your customer database can lead to £millions in efficiency savings. -How profiling your most profitable customers can uncover similar leads worth £billions. -How Money Mapping can make your marketing more efficient, and profitable. The presenter: Iain Lovatt is Founder and Chairman of Blue Sheep, and has been helping businesses improve their performance using data for over 30 years. Iain is a respected member of the data marketing community, having been chair of the IDM Data Council, on the board of the DMA, and is a Visiting Professor at the University of the West of England. In 2017, he was elected a representative for the Direct Commerce Association.

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