Webster Pacific is an analytical consulting firm, helping businesses advance their business strategy in a data-driven manner. In addition, we provide interim CFO services to Bay Area businesses. So why would we have spent the past six months helping a large company manage its marketing efforts? The answer is that the CEO of this company recognized that a data-driven approach to marketing would optimize customer acquisition and retention opportunities. As the Chief Marketing Officer of a $200 million company, Webster Pacific has been assisting the client with:
- Management of design and implementation of a digital marketing strategy including evaluation and selection of outside digital marketing firms
- Development of data-driven information systems that insure that the company onboards the maximum possible number of customers each season
- Development of strategies to integrate information systems used to market to (and build loyalty with) prospects, customers and even internal staff
- Implementation of a CRM system
- Hiring a Customer Insight manager, a Customer Service manager and our replacement, the Chief Marketing Officer
As a part of assisting the client company’s new media strategy, the Webster Pacific team summarized the recently acclaimed book, Groundswell, which explains strategies businesses can use to maximize their relationships with customers using new media. Click here to see a Webster Pacific’s summary of Groundswell, which was written by Josh Bernoff and Charlene Li of Forrester Research.
Another one of our favorite books over the past couple years is The Ultimate Question, by Fred Reicheld, which describes a very simple (but powerful) system for building long-term profitable growth with a customer research and feedback system based upon “the referral question.” Click here to see Webster Pacific’s summary of The Ultimate Question.
If your company or a company you know might be interested in applying data-driven methodologies to marketing, please send an email to Tom Paper (tom@websterpacific.com) or call Tom at 415-733-9740.
