This book chapter provides an introduction and example of a customer acquisition campaign. Explains how data mining and statistical modeling change things, and also defines key acquisition concepts.
"If you want a prospect to switch from the current company providing them the product or service that you offer, then your direct advertising message must contain a strong reason to try you out."
"Regardless of what they sell, most consumer catalogers agree that summer is the least effective time to prospect. 'The summer months are usually dry because people are traveling or busy...'" (8/99)
"Most new 'dot.com' businesses are built with the assumption that they can acquire customers more effectively and efficiently than traditional brick-and-mortar businesses. But that's not a universal truth." For best quality, view the PDF version.
This site is meant to serve as a resource to help managers understand the process of conversion and improve their online conversion measurement, tactics, and ultimately, their profits.
