Customer acquisition, engagement, and retention are becoming highly advanced disciplines. Finding effective ways to measure these has become much more challenging. Lenati, a marketing and sales consultancy firm based in Seattle, has been looking closely at this problem.
“Measurement is a hot topic for a lot of brands,” Clay Walton-House, Leader of Customer Retention and Loyalty Practice for Lenati, said during his session, “Developing a Holistic Measurement Plan for Managing Customer Health,” at the 9th annual....