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Driving Loyalty With Targeting and Positioning

Driving Loyalty With Targeting and Positioning image
Driving Loyalty With Targeting and Positioning

During the November webcast we heard from Kevin Clancy, P.H.D., and co-founder of Copernicus. Kevin outlined a process that considers profit-related criteria such as retention potential, level of satisfaction with current brand, likelihood to try or usage of a competitor’s brand, and problem potential when assessing the value of current and prospective customers. He also explained the relationship between the magnitude of the problem a brand solves for a customer and market response in the form of sales and advocacy. Take a listen.

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