8: Customer Retention
- Page ID
- 152296
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)- 8.1: Retain - Video Marketing
- 8.1.1: Introduction
- 8.1.2: Key terms and concepts
- 8.1.3: Video content strategy
- 8.1.4: Video production step-by-step
- 8.1.5: Video promotion
- 8.1.6: Facebook Video
- 8.1.7: Case study - Nike Chicago Cubs Someday
- 8.1.8: The bigger picture
- 8.1.9: References
- 8.1.10: Advantages and challenges
- 8.1.11: Measuring Success
- 8.1.12: Tools of the trade
- 8.1.E: Video Marketing(Exercises)
- 8.1.S: Video Marketing(Summary)
- 8.2: Retain - Direct marketing (email and mobile)
- 8.2.1: Introduction
- 8.2.2: Key terms and concepts
- 8.2.3: Direct marketing strategy and planning
- 8.2.4: Step-by-step direct marketing process
- 8.2.5: Measuring success
- 8.2.6: Tools of the trade
- 8.2.7: References
- 8.2.8: Advantages and challenges
- 8.2.9: Case study - GlobalGiving
- 8.2.10: The bigger picture
- 8.2.E: Direct marketing - email and mobile(Exercises)
- 8.2.S: Direct marketing - email and mobile
- 8.3: Retain - Social media strategy
- 8.3.1: Introduction
- 8.3.2: Key terms and concepts
- 8.3.3: Using social media to solve business challenges
- 8.3.4: Step-by-step guide to creating a social media strategy
- 8.3.5: Documents and processes
- 8.3.6: Dealing with opportunities and threats
- 8.3.7: References
- 8.3.8: Step-by-step guide for recovering from an online brand attack
- 8.3.9: Social media strategy risks and challenges
- 8.3.10: Case study - Fjordland’s 2015 Christmas campaign
- 8.3.E: Social media strategy
- 8.3.S: Social media strategy
- 8.4: Retain - Social Media Platforms
- 8.4.1: Introduction
- 8.4.2: Key terms and concepts
- 8.4.3: Marketing with social media
- 8.4.4: Facebook
- 8.4.5: YouTube
- 8.4.6: Instagram
- 8.4.7: Pinterest
- 8.4.8: Other social media options
- 8.4.9: Analytics for social media
- 8.4.10: Selecting the appropriate platform
- 8.4.11: Rules of engagement
- 8.4.12: Advantages and challenges
- 8.4.13: Case Study - Harley-Davidson
- 8.4.14: The bigger picture
- 8.4.15: References
- 8.4.16: Twitter
- 8.4.17: Snapchat
- 8.4.18: LinkedIn
- 8.4.E: Social media platforms(Exercises)
- 8.4.S: Social media platforms(Summary)
- 8.5: Retain - Content Marketing Strategy
- 8.5.1: Introduction
- 8.5.2: Key terms and concepts
- 8.5.3: Defining content marketing
- 8.5.4: Strategic building blocks
- 8.5.5: Content creation
- 8.5.6: Content channel distribution
- 8.5.7: The bigger picture
- 8.5.8: References
- 8.5.9: Tools of the trade
- 8.5.10: Advantages and challenges
- 8.5.11: Case study - Intel and Toshiba
- 8.5.E: Content marketing strategy
- 8.5.S: Content marketing strategy(Summary)
- 8.6: Retain - Customer relationship management (CRM)
- 8.6.1: Introduction
- 8.6.2: Key terms and concepts
- 8.6.3: A CRM model
- 8.6.4: Understanding customers
- 8.6.5: CRM and data
- 8.6.6: The benefits of CRM
- 8.6.7: Case study - Amazon Prime
- 8.6.8: The bigger picture
- 8.6.9: References
- 8.6.10: Social CRM
- 8.6.11: Step-by-step guide to implementing a CRM strategy
- 8.6.12: Tools of the trade
- 8.6.E: Customer relationship management(Exercises)
- 8.6.S: Customer relationship management(Summary)

