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Fontainebleau Miami Beach
4441 Collins Avenue
Miami Beach, FL 33140

Connect to Retail Best Practices 2011

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Tuesday, March 15, 2011

1:10 PM - 1:45 PM
Track: Acxiom Global Marketing Performance Event View Track


Luca Paderni, Vice President, Principal Analyst, FORRESTER RESEARCH

To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer life cycle. Marketers must understand at what stage in the cycle marketing programs are more relevant, focus on information flows at customer hand-over points, and adopt across-cycle metrics to foster customer-centric alignment across different teams and functions.

Participants will gain insights about:

  • How increasing complexity demands customer centricity
  • Adopting the customer life cycle to align customer activities
  • Defining metrics that measure the customer life cycle

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