Data Driven Marketing For Dummies

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

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

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.