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Data Driven Marketing For Dummies (1118616014) cover image

Data Driven Marketing For Dummies

ISBN: 978-1-118-61601-7
E-book
312 pages
September 2013
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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

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