We frequently help clients identify the 'best' customers to acquire, their profiles and the channels through which to reach them. We build potential lifetime value models to identify which customers appear to offer the greatest future value.
Using these and other techniques, we are able to advise what acquisition spend might be appropriate for each customer type. This is an important step forward compared to the old days of treating every customer the same in respect to the value they represent and the standard cost of acquisition.
In addition to using internal client data we have our own proprietary socio-economic variables, QFactors®, which we use to supplement our analysis. These variables are based on information from a range of sources including the latest Census.
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