Mark Patron

 Database Marketing Consultant

Customer Acquisition & Retention
I will help you acquire and retain more and better customers profitably by improving your use of data.

Customer Acquisition
The best way to improve customer acquisition is frequently by better profiling and data mining. Having been responsible for launching consumer profiling in the UK I have a rare insight into how to improve profiling and analysis. The result is a prioritised list of opportunities to improve your customer acquisition.

Another good way to improve acquisition is to build a prospect pool. As the author of the Tank report on prospect pools I am in a good position to help you develop a better prospect pool.

Customer Retention
The best way to improve customer retention is often by better segmentation. A good segmentation strategy is easy to recognise but difficult to develop. Having developed many of the segmentation systems and strategies used today I can help you create an effective segmentation strategy for your business. 

A good segmentation strategy will enable you to do more with less. You should be able to make the same or more profit from less marketing spend. And in these tough economic times with budgets under pressure that makes a lot of sense. For example by focusing marketing spend on high potential customers who could stay with you your profitability can be improved. Conversely do not waste time or money trying to keep customers who will inevitably defect and have little potential.

Route Map
First we evaluate your existing approach to acquisition and retention. Then we can prioritise ways to find profitable new customers and increase the value of your current customers. The next step is to analyse your market opportunity and identify the most promising targets. Next we look for opportunities for better targeting of your product or service through better profiling and analysis. We then develop a segmentation strategy to improve customer churn and defection. The result is a robust marketing plan, ready for execution.

I will first gain an understanding of your needs and your market opportunity, and then design an approach that will best meet your objectives. For example could you improve your customer acquisition costs or churn by building a prospect pool or customer data enhancement? I introduced both these services to the UK so am in a good position to help. Please call me on +44 (0)7810 640 888 to discuss your requirements.

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www.markpatron.com
+44 (0)7810 640 888
markpatron@blueyonder.co.uk
4 B Cleveland Gardens, Barnes, London SW13 0AG

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