Optimize Your Cross Sell Program
Barbara Lewis & Dan Otto
In this webinar, Barbara Lewis and Dan Otto define cross selling and the issues associated with cross selling. They discuss how to identify the customer lifetime value and why customer equity plays a large role in the customer experience. Barbara and Dan give great insight into utilizing the market response curve and share why spending a lot of money will not guarantee you get all the customers. Finally, Barbara and Dan use case studies to define successful cross selling steps, how to identify cross selling opportunities, how to evaluate the cross selling success and elasticity and how to determine an optimal cross selling budget.
MarQuant Analytics, LLC
Barbara Lewis, a former journalist turned marketing consultant, teamed up with her classmate, Dan Otto, when they graduated from the UCLA Anderson School of Management in 1995. As consultants, the two developed a number of computer models for clients. They began commercializing their models and started licensing their proprietary software. They formed MarQuant Analytics, which has four software products, all of which optimize the marketing budget.
Barbara began her career as a reporter for national publications and wrote for the Wall Street Journal, the Associated Press, the Los Angeles Times, the Dallas Times Herald, among others. She has been involved in strategic planning and marketing, both as a consultant and an in-house marketing director since 1978. Barbara also lectures at the Anderson School and Mount St. Mary’s College.
Barbara became a consultant in 1990 and has developed strategic, business and marketing plans for national, regional, local firms and individuals. She has facilitated strategic planning sessions, established marketing departments, hired marketing directors, implemented databases, conducted comprehensive research and trained professionals in marketing.
Barbara received an MBA from the Anderson School at UCLA and a BA from the University of Vermont.