Description
Book SynopsisEmbrace 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.
Table of ContentsIntroduction 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 Profitability 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
