Since the early days of marketing, marketers have struggled with determining the optimum amount of customer contact. Too much and you risk oversaturating your customers and degrading brand equity. Too little and you risk under serving their needs or leaving money on the table.
I’ve always referred to this dynamic as “intensity” – as in, the intensity from all direct contacts to our customer list. It was an ever-present, but hard to measure, factor that we needed to account for in our....