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topics: channel profitability

Overview


Download Profitable Channels White Paper (PDF 388 KB)

Which of your marketing channels are delivering profitable new customers and which are black holes, sucking up millions of dollars and dragging down returns?

Businesses throw billions of marketing dollars at channels in the hope of generating profitable demand, but too many rely on gross additions or revenue measures to assess the performance of their marketing programs. Regretfully, these measures fall short in providing any insightful, accurate, and actionable information about which channels or partners are delivering the greatest value.

Fortunately, there’s an alternative and the answer probably resides in data you already have. Finding the true contribution of each channel, partner, campaign, and customer segment can be surprisingly easy if you know where and how to look.


About Diamond Information & Analytics Center

The Information and Analytics Center is part of the analytics practice of Diamond, a premier management and technology consulting firm. We provide fast, insightful analysis of complex marketing and operational issues, where intelligent use of data holds the key to better decisions and actions. Specific services include analytics to uncover and realize new revenue and cost savings; information management to track and measure key strategic business metrics not available otherwise; and information strategy to identify ways of using information to increase competitive advantage and to improve underlying information architecture for sustained, cost-effective delivery of higher quality information throughout the enterprise.

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