Some 31% of those surveyed don't measure the results of search marketing campaigns, while only 41% even measure click-through and general traffic. Only 16% measure web activity through to conversion, while only 11% have competed a detailed ROI analysis of campaigns including lifetime value of phrase by revenue.
Drilling Down consultant Jim Novo says "Most companies are just excited to be acquiring customers and doing it profitably. But that doesn't mean they're allocating marketing money in the right place, because a lot of those customers might buy just one time."
Much of the science of customer retention comes from what's been learned in the catalog industry, noted Novo. "The good news," he says, "is that what works for catalogs works even better online because (the) electronic information needed to implement these retention programs is always available."
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