How to Get More Out of Your Data - Advertising Age - CMO Strategy

How to Get More Out of Your Data - Advertising Age - CMO Strategy: "How to Get More Out of Your Data
Who's the Best Target? If You're Not Fully Leveraging Customer Information, You May Never Know
By Chris Dickey

Published: August 11, 2008

Chris Dickey
Do you really know who your best customer is? You'd be surprised how many marketers find this question difficult to answer. It's often because the answer is buried in structured and unstructured data and requires specialized tools, talents and techniques to uncover.

Who's better: a customer who buys infrequently but at high volume or a customer who buys frequently at mid-volume, speaks positively about the brand across his social network and has high future potential because his purchases are spread across multiple competitors?"