Measuring your Customer Retention Marketing Efforts: Best Practices Case Study
Brad Rukstales 6/23/2005
It is more cost efficient to retain customers and acquire new ones. Brad Rukstales will teach you how to identify which customers to keep and how to keep them happy through a defined process. In this webinar, Brad will share how to clearly identify customers at risk through triggers and a modeled approach to ensure maximum insight while measuring and evaluating success. Finally, Brad will provide a case study to present and show how these steps are put into action.
Founder and President
Customer Asset Consulting Group, Inc.
Brad has extensive database marketing consulting industry experience spanning 13 years. His consulting clients have included AirTouch Communications (now Verizon Wireless), JC Penney, Sears, Roebuck & Co., Qwest Communications, Goodyear, Charming Shoppes, Harley Davidson, MyPoints.com, and many smaller clients. He has also developed customer acquisition and retention marketing processes for the financial services industry, including analytical frameworks, modeling and segmentation, and market-testing. He is a regular speaker at industry conferences, and has authored both technical and non-technical industry literature.
Prior to founding CAC Group, Brad was the chief operating officer and senior vice president for InfoWorks, the 50+ employee analytic division of Rapp Collins Worldwide. While there, he consulted with clients on organizational design, marketing process design, strategic planning processes, analytical strategies, and customer portfolio evaluation. In addition, he spearheaded new analytic techniques into the industry for leading-edge clients. He also worked closely with Rapp Collins leadership to develop new agency products and services, linking customer insights from database analysis to creative, offer, and marketing treatment design.
Brad also worked for the Polk Company, managing the analytical group for financial services clients. This included designing and building statistical models, and other tools that optimize acquisition campaigns across response, risk, activation, and profit dimensions for credit card companies, insurance companies, and retail financial institutions. He began his career at Krumm and Associates, developing models and profiles for financial services clients.
Brad has an MBA from The University of Michigan, with a concentration in Corporate Strategy, Finance, and Marketing. He guest lectures there on occasion on Direct Marketing methods.