Data driven marketing for dummies

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Summary / review / table of contents

Machine generated contents note: Icons Used in This Book -- Beyond the Book -- Where to Go from Here -- pt. I Getting Started with Data Driven Marketing -- ch. 1 Data Driven Marketing 101: It's All About the Customer -- What Data Driven Marketing Is (and Isn't) About -- Database marketing versus direct marketing -- Database marketing and customer relationship management -- Marketing to businesses -- Database marketing and small businesses -- Focusing on the Customer -- Getting customer data from your companies systems -- Integrating data at the customer level -- Managing contact information -- Communicating with the household -- The Database Marketing Campaign -- The target audience -- The offer -- Your marketing message -- Timing your message -- Analyzing Customer Data -- Grouping customers into segments -- Building response models -- Measuring Results -- ch. 2 Communicating Directly with Your Customers -- So, What Is a Database Marketing Campaign? --
Contents note continued: Narrowing your focus to the target audience -- Showcasing what you have to offer -- Deciding how you will communicate -- Determining when to send it -- Hitting the Bull's-eye: The Target Audience Isn't Everyone -- Understanding your customer base -- Sizing your audience -- Crafting Your Offer -- Talking Directly to Your Customer: Using Data to Tailor Your Message -- Don't Sell Snow Shovels in July: Timing Your Message -- Using Database Marketing Effectively: The Tactical Advantage -- Customer-retention tactics -- Cross-sell tactics -- Upsell tactics -- Beyond Mass Mailings: More Sophisticated Campaigns -- Communication streams -- Event-triggered messages -- ch. 3 The Forest for the Trees: Where Is the Customer in All That Data? -- A Marketing Database Is About Your Customers -- What makes a marketing database different -- What's in a marketing database -- How a marketing database is organized -- Some Assembly Required: Building the Customer Record

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