In the last blog, we covered how to optimize within AdWords. However, there is greater optimization to be achieved if you integrate AdWords with Google Analytics (GA).  This is because AdWords only cover the user behavior till the user clicks the ads, but GA tracks

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The importance of Search Engine Marketing (SEM) as a marketing channel cannot be overestimated. This is due to SEM’s uncanny ability to bring in interested customers at the right time. The advertising methodology used in SEM is Pay-per-Click (PPC). Both terms are used somewhat interchangeably

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Using targeted coupons (i.e. coupons to be redeemed by specific customers) is an effective marketing tactic in B2C. In this blog, we will talk about how to use coupons to reactivate customers.  Before that, let us first explore some other areas where targeted coupons can

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The secret for formulating an effective marketing dashboard involves the following (1) include only the relevant key metrics and (2) limit to the fewest possible number of key metrics that provides enough overview of marketing performance. In this blog, we are providing our framework for

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It is now widely accepted that keeping an existing customer is much more valuable than acquiring a new customer. Therefore, predicting customer churn and taking preventing actions is paramount in the marketing strategy of any business. The methodology to predict customer churn is different based

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I had a business checking account with Chase Bank for about two years. I have been actively banking with them. One fine day a new client sent me a check. They had used bill pay to create the check. Two weeks later, I tried to

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Net Promoter Score (NPS) has gained reputation as the best way to gauge and improve on customer loyalty and advocacy. Higher the NPS score, the better the probability that companies grow organically through repeat purchases and referrals. NPS is a simple, a two-question survey put

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In the last blog, we discussed the methodology for calculating RFM score for customers. In this blog, we will discuss how to make the RFM framework actionable by segmenting and creating marketing plans. The following discussion is inspired by methodologies put forth by Putler, a

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RFM framework was developed decades ago during the direct mail catalog days. Marketers wanted a methodology that did not require too much computation power, but was effective enough in identifying high value customers and in segmenting them for marketing campaigns. The impressive fact is that

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In the last two blogs, we discussed the methodology to calculate CLV and to apply it to different segments of your customers.  In this blog, we will close the loop by discussing Customer Acquisition Costs (CAC) and how it should compare to CLV in a

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