If you’re focusing on retention marketing next year, you’re not alone. According to Forrester Research, B2C brands will increase their spending on loyalty and retention marketing by 15% in 2021.
To put yourself in the best position to boost customer lifetime value, it’s important to examine the data foundation supporting all of your marketing efforts. Your data strategy—a well-documented process by which your company organizes, governs, analyzes, and activates data—must be continually fine-tuned to successfully engage customers while respecting their preferences and privacy.
