Senior management is increasingly demanding strict financial accountability from marketers, particularly as sales and marketing investments shift from mass reach efforts to one-to-one communications.
Opinion Dynamics Corp. and Hamiltion Consultants have partnered to develop a new program that helps clients maximize ROI through market research and closely monitored program testing.
The program helps marketers determine how to:
- develop stronger marketing programs;
- prevent loyal customer defections;
- target the most profitable customer segments; and
- design marketing programs that deliver long-term customer loyalty.
(Opinion Dynamics Corp., www.opiniondynamics.com, John F. Minor, 617/492-1400.)