Harvard Business Review
JULY 25, 2017
Avery explains that it is also referred to by its acronym, MROI, or as return on marketing investment (ROMI). It can be used to assess the return of a specific marketing program, or the firm’s overall marketing mix.
Harvard Business Review
AUGUST 14, 2012
Segmentation is a powerful tool, but it only works if you have the ability to treat different customers differently — and many consumer products and services companies don't (at least if they are honest with themselves). Predictive models for customer service episodes. Single customer data warehouse with all touchpoints.
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