Optimize Your Customer Portfolio

Measuring and Managing Your Customer Portfolio

Every year, companies pour billions of dollars into customer acquisition and loyalty programs. Yet many of these initiatives fall short because marketers are unable to draw a direct, measurable connection between a customer interaction – a purchase, a customer service call, a renewal, or another contact point and the resulting behavior – making a repeat purchase, unsubscribing from an email list, acting on a marketing promotion, etc..

Integrated Customer Marketing™: A Platform for Success

Merkle created the ICM optimization framework to help you optimize your customer portfolio – the pool of customers currently engaged with your brand. ICM reengineers your customer marketing strategy and business processes. It provides data-driven, measurable methods to actively manage every customer interaction—including sales, marketing, and service. ICM allows your company to become more customer-centric by informing the total customer experience – from strategic lifecycle management and marketing mix optimization, to comprehensive program development and the optimization of individual campaigns.