WHO?- Who are your best customers and prospects, and what are their key characteristics?
- Who is in each of your major market segments?
- Who should you acquire, up-sell or reactivate to maximize your profits?
WHAT?- What message will produce the best response for each of your market segments?
- What marketing treatments will increase your sales the most?
- What creative content will deliver the highest success?
WHERE?- Where should you market to each segment: banner ads, search, direct mail, phone, social, email?
- Where can your marketing effectiveness for each channel be improved?
- Where can you optimize your channel mix to maximize sales within the same budget?
WHEN?- When is the best month, day, time or event to market to each person?
- How frequently should you market to each segment to maximize your ROI?
WHY?- Why should you pursue a given alternative in terms of additional customers, sales, market share and profitability?
- What key metrics and reports should you and your team be looking at?
- Why will reallocating your budget across activities, segments, products and channels drastically increase your ROI and sales?
