For Consumer Marketers: Which Customers Are Costing You Money?

Saw this very smart professor speak this August. He has even smarter research showing:

Only 4 to 5 percent of customers account for the preponderance of a consumer product’s sales. Does that make the other 95 percent of a marketer’s customers chopped liver? Maybe a little bit. Because not only does that 4 to 5 percent comprise most of your sales and your profits, the rest of your customers often cost you money to acquire.

MediaPost Publications Tipping the Iceberg 01/04/2010.


About Scott Cone
A husband to a loving, lovely wife. Father to six great kids and two grand kids. I'm a marketing, advertising and promotion professional with a keen interest in big ideas, all things digital and especially how mobile is changing all aspects of communication and marketing. I play guitar and sing, write music, write screenplays, act, scuba dive, weight lift, ski and enjoy Christian apologetics, logic, evolution versus intelligent design and the basis for morals, values and ethics.

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