LeSueur Marketing Automation

Practical Steps to More Effective Direct Marketing
1. Auflage 2007
ISBN: 978-0-470-17864-5
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 368 Seiten, E-Book

Reihe: SAS Institute

In today's market, it takes more than good products and services tosucceed.
Successful marketing requires more precise segmentation and moresophisticated communications with customers--the lifeblood of everybusiness--than ever before. Expertly explaining the components ofmarketing automation and their application and benefit to themarketing process, Marketing Automation shows you how to developmore effective and targeted direct marketing campaigns, from theplanning and execution of promotions to the complete leveraging ofmarketing to increase your profits.
Designed to get you quickly up to speed, you will discover:
* How to evolve complex, yet agile, customer communicationstrategies
* Ways to focus already limited marketing resources on the rightopportunities
* Advice on viewing, tracking, and measuring results
* How to optimally use current software applications to empower youto effect stronger, more responsive marketing programs
Straightforward and balanced, this essential guide presents a newand better way to strengthen your competitive position by usingyour precious customer data to increase your bottom line. Requiredreading for executives, marketing managers, and anyone needing toknow the essentials of maximizing the profitability of everycustomer relationship for their business, Marketing Automationmakes every marketing dollar count with a sound road map allexecutives can understand and follow.

Autoren/Hrsg.

LeSueur, J.

Inhaltsverzeichnis

Preface.
Overview.
PART 1: Marketing Financials.
Chapter 1 Profit and Loss Fundamentals.
Chapter 2 Profit and Loss Component Details.
Chapter 3 Managing the P&L.
Chapter 4 Measuring Marketing Effectiveness.
Chapter 5 Measuring Return on Investment.
Chapter 6 Marketing Financials.
Chapter 7 Improving Response: Modeling and Analytics.
Chapter 8 Creating a Marketing Financials Worksheet.
PART 2: Marketing Automation.
Chapter 9 Relevant Marketing Automation Information.
Chapter 10 Financial and Marketing Information Integration.
Chapter 11 Marketing Customer Information.
Chapter 12 Data Acquisition, Storage, and Retrieval.
Chapter 13 Data Warehouse Hardware and SoftwareConfiguration.
Chapter 14 Making Information Useful: Access, Delivery, andOrganization.
Chapter 15 Information Map.
Chapter 16 Using Information.
Chapter 17 Response Testing.
Chapter 18 Modeling.
PART 3: Advanced Topics.
Chapter 19 Optimizing Contact Strategy.
Chapter 20 Strategic Marketing.
Conclusion.
Index.

Über Autor(innen)

Jeff LeSueur has a BA from Dartmouth College and an MBA from New York University. He has spent the last thirteen years in the advancement of marketing automation applications, as director of database marketing for BMG Direct and in marketing, research, and development for SAS Marketing Automation since joining SAS in 2000. His breadth of product-related experience enables him to understand how marketers can benefit most from marketing automation.