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Or rather is it Return On Customer?, find out in this video blog. Don Peppers explains the principles of Return on Customer and that one has to maximise value around the customer as it is the customers who are the scare resource these days.
Stan Rapp then picks up on that theme talking about what a “friend” of the brand is worth, what is their lifetime value? He then reminds us that traditional advertising is dying because it cannot be accurately measured as it cannot ask for a response. He suggests that marketers switch some of that advertising budget to the new ‘idirect’ marketing as he calls it, where it can be personal, one can learn from testing and measure everything.
Finally Mike Fisher reminds us that Social Media Data is a whole new source of data that is influencing everything that marketing is doing today and the way that brands measure.
The video certainly gives a strong flavour for massive changes marketer’s need to make in 2011 to listen to and be centred around, the customer.
[...] This post was mentioned on Twitter by Sandy McEwan, Michelle Taylor, Wan Lin, Ivy S., Steve True and others. Steve True said: ROI or Return on Customer, Don Peppers debates measurement on latest vlog from #Alterian http://bit.ly/fcus5w [...]
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