Many brand teams have built up huge data sets (website traffic, databases, customer service records, sales dashboards, …) over the past years. Yet, many marketing & sales professionals don’t seem to know very well what to do with all those data. 

In this interactive session, you will learn how to look at data and how to put them to work, with a focus on finding and keeping high-value customers. 

Using inspiring examples and actionable insights, you will get an outline of the three steps for success: 

• How to define high-value customers ? 
• How to quickly recognise them in your data, and put them on a high-value track? 
• How to keep them (high value)?

After completing this session, you will be able to: 

• Define your high-value customers. You will know if you need to look at topline sales per customer, or margins, even after Cost-to-Acquire or Cost-to-Serve.
• Quickly recognise them and put them on a high-value track, and learn how to measure ROI of these programs. 
• Set up programs to keep these high-value customers. You will zoom in into ‘seduce for use’, ‘cross-sell to up-sell’, ‘surprise and delight’, the effectiveness of loyalty programs and predictive churn campaigns. 

Marketing & sales professionals, insights and customer experience managers, as well as data experts /scientists.  

Particularly interesting for brands, which also have their own direct sales (offline in own stores, or online with e-com websites) or operate retail channels (bricks or clicks).