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Target Marketing 

Your Data Holds the Key 

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Published 3/31/2009 

Author: Will Hakes, Ph.D. 

Summary

Drive customers from high-cost channels like call centers into a low-cost channel like your Web site and save money. You likely will lower the cost to serve, give customers what they want and create a winning scenario for everyone. One problem—that’s generally how it works in a textbook but not in the real world.

In the real world, online and offline channels are not perfect substitutes. They are very different challenges, indeed. Perhaps it’s time to take a fresh look at how you are cross-selling/upselling in an online environment.

© 2009 Target Marketing
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