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Total Retail Talks
West Marine Exec on CRM Marketing ROI: 'Consider Both Quantity and Quality'
Jun 11, 2024
West Marine executive discusses the shift to proactive CRM strategies using predictive modeling and AI. Emphasis on measuring ROI and enhancing customer relationships through CRM data integration. Utilizing CRM data for personalized customer journeys and evaluating success beyond revenue metrics. Insights on harnessing the power of direct mail in modern CRM programs.
33:09
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Quick takeaways
- Leveraging advanced analytics anticipates customer needs for a competitive edge.
- Balancing personalization and privacy is crucial to build trust and maintain relationships.
Deep dives
Underutilized Aspect of CRM: Predictive Modeling
Using machine learning and predictive modeling can anticipate customer needs and behavior, moving from reactive to proactive interactions. By leveraging advanced analytics and anticipating customer needs, retailers gain a competitive advantage.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode