Smart marketing requires knowing what a customer is worth, today and into the future, and how much you can afford to pay to generate an order. We will discuss multi-channel economic analysis, concrete methods for analyzing how customers interact with products, brands, and channels. We will present essential calculations for determining how much to advertise, discussing the budget and growth implications between conventional new customer acquisition economics and share-of-wallet economics. Come learn what your catalog and your web channels are really doing, and where you should be focusing your future growth.

Learning Points:
• Learn best techniques for computing multi-channel customer value across Web, catalog, and phone
• Discover formulas for estimating optimal acquisition advertising spending in online and offline channels
• Find out how to create Customer Engagement Maps you can use to explain the value of any single channel or multi-channel segment and drive campaigns to increase profits

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