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Lifetime value and other corporate measures are very powerful tools for any direct marketing division. These measures of customer vitality (retention, conversion and resuscitation) are not only complex but also difficult to calculate and display in an understandable and actionable manner.
Corporate level reports allow a direct marketer to better understand the success of particular resuscitation/customer re-activation efforts, various name acquisition programs, new name sources, and corporate and individual product line profitability over time.
If presented in a meaningful way, this information not only allows each product manager to better manage their individual product lines but also take into account the corporate impact of their decisions.
A corporate list research function is an important strategic functional area in direct marketing companies.
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