Data Driven Marketing For Dummies

Häftad, Engelska, 2013

Av David Semmelroth, David (Mathematician and Database Marketing Consultant) Semmelroth

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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 help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently. Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you)Tips on using data to predict customer purchasing behavior based on past performanceUsing customer data and marketing analytics to predict when customers will purchase certain itemsInformation on how data collected can help with merchandise planningBreaking down customers into segments for easier market targetingBuilding a 360 degree view of a customer baseData Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.

Produktinformation

Utgivningsdatum2013-11-01
Mått185 x 231 x 18 mm
Vikt477 g
FormatHäftad
SpråkEngelska
Antal sidor320
FörlagJohn Wiley & Sons Inc
ISBN9781118615843

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Introduction 1Part I: Getting Started with Data Driven Marketing 5Chapter 1: Data Driven Marketing 101: It’s All About the Customer 7Chapter 2: Communicating Directly with Your Customers 19Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data? 33Chapter 4: Using and Managing Your Customer Contact Information 51Chapter 5: Getting Your Message Out: Marketing Campaign Basics 61Part II: Digging Deeper into Your Data: Analytics 71Chapter 6: You’re Going to Need a Geek: Introduction to Analyzing Data 73Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers 89Chapter 8: Getting the Most from Your Transaction Data 105Chapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profitability 119Part III: Putting Your Data to Work 129Chapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns 131Chapter 11: From the Window to the Counter: Getting Shoppers to Buy 151Chapter 12: Crafting Your Marketing Message 163Chapter 13: Using Customer Data Online 175Part IV: The Feedback Cycle: Learning from Experience 189Chapter 14: Learning Curve: Setting Up a Testing Plan 191Chapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns 207Chapter 16: Putting Your Geek to Work: Analyzing Campaign Results 223Chapter 17: Sharing Customer Data Throughout Your Enterprise 243Part V: The Part of Tens 259Chapter 18: Ten (or So) Ways to Capture Customer Data 261Chapter 19: Ten Resources for Information and Assistance 269Index 277