Semmelroth Data Driven Marketing For Dummies

1. Auflage 2013
ISBN: 978-1-118-61576-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 320 Seiten, E-Book

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 helpthem sell and market their products. Successful data analysis canhelp marketing professionals spot sales trends, develop smartermarketing campaigns, and accurately predict customer loyalty.Data Driven Marketing For Dummies helps companies useall the data at their disposal to make current customers moresatisfied, reach new customers, and sell to their most importantcustomer segments more efficiently.
* Identifying the common characteristics of customers who buy thesame products from your company (or who might be likely to leaveyou)
* Tips on using data to predict customer purchasing behaviorbased on past performance
* Using customer data and marketing analytics to predict whencustomers will purchase certain items
* Information on how data collected can help with merchandiseplanning
* Breaking down customers into segments for easier markettargeting
* Building a 360 degree view of a customer base
Data Driven Marketing For Dummies assists marketingprofessionals at all levels of business in accelerating salesthrough analytical insights.

Autoren/Hrsg.

Semmelroth, David

Inhaltsverzeichnis

Introduction 1
Part I: Getting Started with Data Driven Marketing 5
Chapter 1: Data Driven Marketing 101: It's All About theCustomer 7
Chapter 2: Communicating Directly with Your Customers 19
Chapter 3: The Forest for the Trees: Where Is the Customer inAll That Data? 33
Chapter 4: Using and Managing Your Customer Contact Information51
Chapter 5: Getting Your Message Out: Marketing Campaign Basics61
Part II: Digging Deeper into Your Data: Analytics 71
Chapter 6: You're Going to Need a Geek: Introduction toAnalyzing Data 73
Chapter 7: Birds of a Feather Buy Together: Segmenting YourCustomers 89
Chapter 8: Getting the Most from Your Transaction Data 105
Chapter 9: The Good, the Bad, and the Ugly: UnderstandingCustomer Profi tability 119
Part III: Putting Your Data to Work 129
Chapter 10: The Tactical Advantage: Designing Data DrivenMarketing Campaigns 131
Chapter 11: From the Window to the Counter: Getting Shoppers toBuy 151
Chapter 12: Crafting Your Marketing Message 163
Chapter 13: Using Customer Data Online 175
Part IV: The Feedback Cycle: Learning from Experience189
Chapter 14: Learning Curve: Setting Up a Testing Plan 191
Chapter 15: Getting to the Bottom Line: Tracking and MeasuringYour Campaigns 207
Chapter 16: Putting Your Geek to Work: Analyzing CampaignResults 223
Chapter 17: Sharing Customer Data Throughout Your Enterprise243
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

Über Autor(innen)

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.