Customer Relationship Management & Evaluation

28th Mar 2001
Iterative learning, based on the careful design and evaluation of marketing campaigns, is an essential plank of sustainable competitive advantage through effective relationship marketing. In an environment of ever more rapid change the need to know which marketing treatments work, and how well they work both absolutely and comparatively, is vital. In this paper we describe two methodologies developed by Macon for ensuring the reliable acquisition of knowledge and the making of robust decisions. One method is well-established best practice for traditional out-bound campaigns. The second, which is completely innovative in the market, will we contend, be required for effective monitoring and evaluation of reactive trigger campaigns.

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