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Campaign Management
Data Mining Techniques: For Marketing, Sales, and Customer Support
This book is a practical guide to mining business data to help marketers and business managers focus their marketing and sales strategies. It explains how each mining technique works and what kinds of business problems each one can solve.
Mastering Data Mining: Art and Science of Customer Relationship Management
A case study—based guide to best practices in commercial data mining. Focuses on achieving business results, placing particular emphasis on customer relationship management.
Optimal Database Marketing: Strategy, Development, and Data Mining
Contemporary direct marketing and e-commerce companies cannot exist in today’s competitive environment without the use of marketing databases. Databases allow marketers to reach customers and cultivate relationships more effectively and efficiently. Although databases provide a means to establish and enhance relationships, they can also be used incorrectly, inefficiently, and even unethically.
Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program
Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.
The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
Deploy marketing dollars more efficiently In today's take-no- prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMAEs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet.
The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database
The Complete Database Marketer is totally redrafted to bring it up to date with developments through 1995. Specific updates include: media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; measured marketing in retail chains.
Permission E-mail: The Future of Direct Marketing (PDF download)
This insight-driven and detailed report is essential for all sales and marketing executives charged with developing successful permission e-mail strategies. Produced with IMT Strategies, "Permission E-Mail: The Future of Direct Marketing" shows how leading marketers are realizing unprecedented returns from this powerful and rapidly evolving marketing medium. The 210-page study provides critical information to frame investment decisions, make resource allocations and develop strategic guidelines and priorities relative to permission e-mail.
Deconstructing Campaign Management (PDF download)
Over the past year, analytical CRM investments have lagged behind operational CRM deployments. As retention in a multichannel context becomes a larger focus for today’s marketers, businesses are struggling to mine the wealth of customer data they possess and transform it into insightful campaigns.
Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROIchanges all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making. This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts.
