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It’s an old axiom that 20% of your customers will produce 80% of your sales. Turns out, it’s true. The trick is figuring out which 20% is the right 20%. But once you’ve gone through the exercise, you can precisely focus your marketing strategy based
on what each data segment is telling you. Each segment will yield a secret that tells you which customers are worth retaining, which ones you should try to win back, which customers are worth cultivating, where to prioritize your marketing spend, and who’s actually costing you money to keep.