• 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?