The Brand Butterfly

Bert Peleman

Most brand teams have built up huge data sets over the past years. Yet, many marketers don’t seem to know very well what to do with all those data. In The Brand Butterfly, marketing expert Bert Peleman explains how to look at the data and how to put them to work, with a focus on finding and keeping your High-Value Customers. Based on dozens of B2C cases from an array of industries across Europe, The Brand Butterfly outlines the three steps for success: How to define your High-Value Customers? Should you look at revenues or gross margins or even net margins, taking out cost to acquire and cost to serve? How to recognize them quickly in your database and get them on a high-value track? And, most importantly, how to keep them (high value)? This book is full of inspiring, actionable examples, that reveal how major brands have tackled their High-Value Customer marketing. It brings hands-on tips and tricks to develop a High-Value Customer journey. The Brand Butterfly provides strategic insights for every marketer as well as for CEOs and COOs, looking to maximize customer value. Bert Peleman began his career at Procter & Gamble and has held marketing leadership roles at renowned companies such as The Walt Disney Company and Estée Lauder Companies. He also worked for local leaders in mobile telecom, utilities and retail. Drawing from his extensive experience in both products and service marketing, Bert shares valuable insights and cases from various industries, inspiring fellow marketers to develop and implement the right customer journeys. Bron: Flaptekst, uitgeversinformatie