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Welcome to Acxiom's White Paper Resource Section!
Over time, we'll be building up a library of thought-provoking papers which will give you some great industry insight into the world of customer management, marketing effectiveness and many other topics which can help you and your business work smarter and more efficiently.
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"Effective Marketing to Maximise Customer Lifetime Value"
Competition in the telecoms industry is building daily, putting excessive pressure on marketing departments to entice, maintain, and up-sell customers. The savvy consumer market is driving price wars and diminishing the effectiveness of existing promotional techniques. Couple this with a change in the consumers attitude to receiving marketing communication, now the time is ripe to reconsider the fundamental premise on which marketing strategies are based.
In this paper, we promote a marketing approach which tailors campaigns to three stages of the telecoms customer lifecycle: acquisition, retention, growth. At the heart of these three stages lie three corresponding economic drivers – acquisition costs, retention costs and Average Revenue Per User (ARPU). We demonstrate how a slight manipulation in the drivers has a significant impact on the economic value.
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