Quocom helps corporate businesses integrate internal and
external resources so they can successfully implement
marketing programmes. We also provide practical tools, from
simple results dashboards through to multi-market strategic
plans and the technical resources to support them.
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In the blue panel are case studies showing the range of services we provide. Below is a checklist to help you identify areas where Quocom can probably improve the cost- effectiveness of your company's marketing programmes. All of the questions listed have previously been successfully addressed by Quocom for one or more of its corporate clients. Have a look through the list to see how many are applicable to your business.
Please note that the answer buttons for each question are just for your convenience and are not recorded anywhere.
Risks: Without a clear quantification of ROI,
Marketing is seen as a business overhead rather that a
profit driver. Also, it is often seen as the least
accountable major business activity and thus intrinsically
Risks: Not understanding the patterns in customer feedback or online conversations decrease your business's ability to anticipate problems and adapt to change.
Risks: It is less cost-effective to set goals and decide marketing investment based only on internal performance.
Risks: Less effective communications, because they are less relevant, and an ineffective allocation of marketing resources due to lack of clear priorities.
Risks: Ignoring what often seem volumes of useless information can lead you to miss valuable patterns in customer behaviour.
Risks: Your company will miss the early signs that a customer is leaving, or spend money on keeping a customer who hasn't actually changed from their loyal behaviour.
Risks: Fundamentally, businesses are there to make a profit. If you don't know the profitability at a customer level, it's harder to cost-effectively improve the profitability of each customer.
Risks: Not making the necessary changes to become customer-centred denies your business the financial benefits that come from greater customer loyalty.
Risks: The most secure customer relationship is based on clear and consistent values.
Risks: Not explicitly balancing the relative importance of different channel strategies normally results in inefficient budget allocation.
Risks: If effective management procedures aren't in place, time-critical or systems-reliant strategies often become divorced from a programme's overall objectives
Risks: The less you about know what's happening, the less likely you are going to be able to do anything about it.
Risks: Marketing programmes become inefficient when they are entirely based on intermediate measures such as click-throughs, response or audience ratings.
Risks: Tests can be poorly designed and not give useful results, or be over specified and waste money. Without effective testing you can't verify new ideas or measure the cost-effectiveness of existing strategies.
Risks: 'Other customers who bought this also looked
at...' is much better than no cross-sell at all. However, a
modelling approach will generate more profitable sales.
Risks: The cost of lost opportunities and wastage nearly always outweigh the cost of the modelling.
Risks: This common problem is hard to detect because orthodox system design typically doesn't accommodate the realities of marketing data. The result is untracked loss of data, which undermines targeting and breaks data protection regulations.
Please contact Quocom if you would like to discuss any of the above questions or similar issues related to increasing the effectiveness of marketing programmes.