The Intersection of Communication and Analysis Drives New Sales and Lifetime Value

According to Lori Zeller of THOR Associates Tom Shipley of Keranique, the impulse buyer who responds immediately to an advertisement is a thing of the past. Regardless of the marketing channel (DRTV, digital, radio, print, or home shopping) consumers are fickle. Success in consumer conversion lies at the intersection of communicating throughout the customer journey and analyzing the effectiveness of creative, cadence, and channel.

Zeller and Shipley share key factors marketing teams should consider in acquiring and utilizing relevant data to create effective roadmaps for the consumer path to purchase in this article printed in Results Magazine.

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