SUMMARY: Only a certain segment of your customer base are highly profitable accounts for your company. And, unless you can measure which customers have better lifetime values, you risk running marketing campaigns that attract the wrong sort of customer.
So, your total customer base can go up while your profits per customer plummet. Or, as Morgan Stanley warns - your competitors may "cherry pick" the best customers away from you.
Hear how Morgan Stanley uses classic database marketing tactics to prevent what they call the "slow death spiral." Includes four specific steps to determine the profitability of every client...