Customer Loyalty, Human Beings and ROI
My multichannel forensics projects span multiple different business models. Many of the projects are for catalog brands, some are for online pure plays, and some are for classic retail brands with an online and/or catalog presence.
Each project includes an analysis of customer loyalty. I have to decompose the elements of customer loyalty, outlining how marketing microchannels (e.g., paid search, television advertising, email marketing, loyalty programs, free shipping promotions) and physical channels (e.g., online, stores) influence whether a customer purchases again.