Data Driven Marketing For Dummies

ISBN-13: 9781118615843 / Angielski / Miękka / 2013 / 312 str.

David (Mathematician and Database Marketing Consultant) Semm

Opis

Embrace data and use it to sell and market your products Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently.

• Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you)
• Tips on using data to predict customer purchasing behavior based on past performance
• Using customer data and marketing analytics to predict when customers will purchase certain items
• Information on how data collected can help with merchandise planning
• Breaking down customers into segments for easier market targeting
• Building a 360 degree view of a customer base

Data Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.

Spis treści

Introduction 1

Part I: Getting Started with Data Driven Marketing 5

Chapter 1: Data Driven Marketing 101: It s All About the Customer 7

Chapter 2: Communicating Directly with Your Customers 19

Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data? 33

Chapter 4: Using and Managing Your Customer Contact Information 51

Chapter 5: Getting Your Message Out: Marketing Campaign Basics 61

Part II: Digging Deeper into Your Data: Analytics 71

Chapter 6: You re Going to Need a Geek: Introduction to Analyzing Data 73

Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers 89

Chapter 8: Getting the Most from Your Transaction Data 105

Chapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profi tability 119

Part III: Putting Your Data to Work 129

Chapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns 131

Chapter 11: From the Window to the Counter: Getting Shoppers to Buy 151

Chapter 12: Crafting Your Marketing Message 163

Chapter 13: Using Customer Data Online 175

Part IV: The Feedback Cycle: Learning from Experience 189

Chapter 14: Learning Curve: Setting Up a Testing Plan 191

Chapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns 207

Chapter 16: Putting Your Geek to Work: Analyzing Campaign Results 223

Chapter 17: Sharing Customer Data Throughout Your Enterprise 243

Part V: The Part of Tens 259

Chapter 18: Ten (or So) Ways to Capture Customer Data 261

Chapter 19: Ten Resources for Information and Assistance 269

Index 277

O autorze

David Semmelroth has two decades of experience translating customer data into actionable insights across the financial services, travel, and entertainment industries. David has consulted for Cedar Fair, Wachovia, National City, and TD Bank.

Blurb

Learn to:

• Recognize your most profitable customers
• Spot sales trends
• Develop smarter marketing campaigns
• Accurately measure revenue created by marketing efforts

Embrace data and use it to sell and market your products

Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately measure the impact of marketing campaigns. Data Driven Marketing For Dummies shows you how to use all the data at your disposal to make current customers more satisfied, reach new customers, and more efficiently sell to your most important customer segments.

• The bread and butter get an intro to the functions that are common to virtually all of database marketing, the structure of a database marketing campaign, and how customer databases are organized
• Dig deep find the lowdown on ways to analyze data and discover what to watch out for to keep yourself from being misled
• Put it to work take a look at common marketing goals and how campaigns are designed to meet them (and how they can meet yours)
• Learn from experience discover how to set up a testing plan, measure the success of your database marketing campaigns, improve future marketing campaigns, and much more

Open the book and find:

• Why database marketing works
• Guidance on how to understand your customer base
• The importance of creating a customer record
• Ways to use and manage your customer contact information
• Analytic techniques common to database marketing
• How to get the most from your transaction data
• Tips on how customer behavior can be used to inform marketing campaigns
• Strategic ways your data can inspire communications