10 Ways to Put More Zing in Your Prospecting With Alternative Media

Tip #10: Lifetime value (LTV) drives alternative media.

Here’s where sound database management becomes a real asset. To effectively judge the longer-term value of names acquired by various media, careful building of a customer’s purchase history is necessary. We like to look at new names (and enough to be statistically reliable) over a three-year period. You will be surprised at how this can refocus your prospecting budget dollars. By comparing new media to list rentals over time, you will find out if you are allocating your budget dollars in the right manner.