Exec Summary: Marketing organizations are facing unprecedented challenges. Traditional above the line techniques are producing diminishing returns; A host of new technologies are enabling a multitude of new engagement strategies; and economic conditions are mandating a commitment to demonstrable performance. While all of these must be addressed, the fundamental starting point needs to be with an analytical, continuous improvement program - one that embraces ROI and drives maximizing LTV. Ultimately, this will be accomplished by analyzing the interaction points and developing an optimal treatment path for high value segments.

4. Need metrics that optimize interactions… Customer Centric Metrics ©themarketingmojo Discovery Competition Defection Leads Prospects Education Evaluation Purchase Acquisition Retention Service Customers

5. Across multiple channels. Customer Centric Metrics ©themarketingmojo Brand Direct Addressed Broadcast Engaged Pitch Catch Buzz Sentiment TV Radio Print Web Email Mobile Search Customer Relationship Marketing Framework Response