Efnisyfirlit

• Contents at a Glance
• Table of Contents
• Introduction
  • About This Book
  • Foolish Assumptions
  • Icons Used in This Book
  • Beyond the Book
  • Where to Go from Here
• Part I: Getting Started with Data Driven Marketing
  • Chapter 1: Data Driven Marketing 101: It’s All About the Customer
    • What Data Driven Marketing Is (and Isn’t) About
    • Focusing on the Customer
    • The Database Marketing Campaign
    • Analyzing Customer Data
    • Measuring Results
  • Chapter 2: Communicating Directly with Your Customers
    • So, What Is a Database Marketing Campaign?
    • Hitting the Bull’s-eye: The Target Audience Isn’t Everyone
    • Crafting Your Offer
    • Talking Directly to Your Customer: Using Data to Tailor Your Message
    • Don’t Sell Snow Shovels in July: Timing Your Message
    • Using Database Marketing Effectively: The Tactical Advantage
    • Beyond Mass Mailings: More Sophisticated Campaigns
  • Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data?
    • A Marketing Database Is About Your Customers
    • Some Assembly Required: Building the Customer Record
    • Marketing Is a Family Affair: Understanding the Household
    • Growing Your Customer Base: Prospective Customers
    • No Trespassing! Respecting Your Customers’ Privacy
  • Chapter 4: Using and Managing Your Customer Contact Information
    • Contacting Your Customers
    • Don’t Waste Your Breath: Allowing Customers to Opt Out
    • Different Strokes for Different Folks: Understanding Customer Preferences
  • Chapter 5: Getting Your Message Out: Marketing Campaign Basics
    • Measure Twice, Cut Once: Don’t Skip These Steps
    • Remembering What You Did: The Importance of Promotion History
    • Knowing When to Shut Up: Contact Management
• Part II: Digging Deeper into Your Data: Analytics
  • Chapter 6: You’re Going to Need a Geek: Introduction to Analyzing Data
    • What Are Statistics, Anyway?
    • The Average Customer Doesn’t Exist: Understanding Variation
    • Looking for Relationships in Your Data
    • Campaigns Are Experiments: Using the Scientific Approach
    • Looking for Significant Results
    • Multitasking: Combining Customer Traits
  • Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers
    • Understanding Demographic Data
    • If You Have to Ask, You Can’t Afford It: Grouping Customers Using Income Data
    • Generation Gap: Grouping Customers by Age
    • Grandkids? I Don’t Even Have Kids! Grouping Customers by Lifestage
    • What Would I Do With a Parka? Grouping Customers by Geography
    • Staying Out of Trouble: Some Legal Considerations
  • Chapter 8: Getting the Most from Your Transaction Data
    • They Bought How Many? Simplifying Transaction Data
    • Transaction Data from the Web
    • Grouping Customers Using Transaction Data
    • Timing Is Everything: Understanding When Customers Purchase
    • History Has a Way of Repeating Itself: RFM Models
    • Beer and Diapers: Market-Basket Analysis
  • Chapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profitability
    • Revenue Isn’t Profit: Accounting for Costs
    • Not Rocket Science: Keeping It Simple
    • Understanding Household-Level Profitability
    • Retaining Your Profitable Customers
    • Using Profitability to Find New Customers
    • Dealing with Unprofitable Customers
    • It Takes a Lifetime: Understanding Changes in Customer Profitability
    • Calculating Customer Lifetime Value
    • Five Tactical Marketing Goals
• Part III: Putting Your Data to Work
  • Chapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns
    • Event-Triggered Campaigns: Understanding the Basics
    • An Ounce of Retention Is Worth a Pound of Lure: Holding on to Your Customers
    • If You Like That, You’re Going to Love This: Upselling to Your Customers
    • Batteries Not Included: Cross-Selling to Your Customers
    • Welcome (Back) to the Neighborhood: Using Address Changes
  • Chapter 11: From the Window to the Counter: Getting Shoppers to Buy
    • Identifying Shoppers
    • Not a Snap Decision: Understanding Your Customer’s Mindset
    • So Why Didn’t They Buy? Overcoming Purchase Barriers
  • Chapter 12: Crafting Your Marketing Message
    • Getting Your Message Heard
    • Using Technology to Customize Communications
    • Using Images in Your Messages
    • Getting the Product Right
    • Using Customer Profiles to Craft Messages
  • Chapter 13: Using Customer Data Online
    • There’s More to E-mail Than You Might Think
    • Serving Up Web Content Dynamically
    • Recognizing Customers Online
    • Customer Data and Search Engines
• Part IV: The Feedback Cycle: Learning from Experience
  • Chapter 14: Learning Curve: Setting Up a Testing Plan
    • Using the Scientific Approach
    • Lesson Plans: Deciding Beforehand What You Want to Learn
    • Taking a Random Sample
    • Getting Significant Results: Sample Size Matters to Confidence Level
    • Mission Control: Using Control Groups
    • Out of Control: Reasons to Skip the Control
  • Chapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns
    • Defining Responses Clearly: A Couple of Things to Keep in Mind
    • Getting a Handle on Costs: Some Common Metrics
    • Measuring Marketing Effectiveness in the Online World
    • How Did You Do? Assigning Value to Your Database Marketing Campaigns
  • Chapter 16: Putting Your Geek to Work: Analyzing Campaign Results
    • Measurement versus Classification: Numeric Data and Categorical Data
    • Understanding Numeric Variables
    • Analyzing Response Rates: The Simple Approach
    • Advanced Approaches to Analyzing Response Data: Statistical Modeling
    • Common Response Modeling Techniques
  • Chapter 17: Sharing Customer Data Throughout Your Enterprise
    • Customer Data and Advertising
    • Assisting with Marketing Research
    • Customer Data and Product Development
    • Customer Data and Pricing
    • Customer Relationship Management
    • Customer Data and Law Enforcement
• Part V: The Part of Tens
  • Chapter 18: Ten (or So) Ways to Capture Customer Data
    • Identifying Customers with Loyalty Cards
    • A Variation on the Theme: Rewards Cards
    • Tracking Transactions with Offer Codes
    • Identifying Potential Customers with Newsletters
    • Offering Physical Information Packets
    • Encouraging Web Registrations
    • Building a More Robust Online Customer Profile
    • Customer Data and the Call Center
    • Customer Data at the Point of Sale
    • Purchasing Customer Lists
    • Purchasing Demographic Data
  • Chapter 19: Ten Resources for Information and Assistance
    • Joining the Direct Marketing Association
    • Subscribing to Industry Publications
    • Using Census Data
    • Getting Familiar with the Post Office
    • Keeping Up with the Regulatory Environment
    • Hiring Direct-Marketing Service Providers
    • Buying Creative Services
    • Grouping Your Customer Records into Households
    • Third-Party Data Providers
    • Analytic Software
• Index
• About the Author

UM RAFBÆKUR Á HEIMKAUP.IS

Bókahillan þín er þitt svæði og þar eru bækurnar þínar geymdar. Þú kemst í bókahilluna þína hvar og hvenær sem er í tölvu eða snjalltæki. Einfalt og þægilegt!

Rafbók til eignar
Rafbók til eignar þarf að hlaða niður á þau tæki sem þú vilt nota innan eins árs frá því bókin er keypt.

Þú kemst í bækurnar hvar sem er
Þú getur nálgast allar raf(skóla)bækurnar þínar á einu augabragði, hvar og hvenær sem er í bókahillunni þinni. Engin taska, enginn kyndill og ekkert vesen (hvað þá yfirvigt).

Auðvelt að fletta og leita
Þú getur flakkað milli síðna og kafla eins og þér hentar best og farið beint í ákveðna kafla úr efnisyfirlitinu. Í leitinni finnur þú orð, kafla eða síður í einum smelli.

Glósur og yfirstrikanir
Þú getur auðkennt textabrot með mismunandi litum og skrifað glósur að vild í rafbókina. Þú getur jafnvel séð glósur og yfirstrikanir hjá bekkjarsystkinum og kennara ef þeir leyfa það. Allt á einum stað.

Hvað viltu sjá? / Þú ræður hvernig síðan lítur út
Þú lagar síðuna að þínum þörfum. Stækkaðu eða minnkaðu myndir og texta með multi-level zoom til að sjá síðuna eins og þér hentar best í þínu námi.



Fleiri góðir kostir
- Þú getur prentað síður úr bókinni (innan þeirra marka sem útgefandinn setur)
- Möguleiki á tengingu við annað stafrænt og gagnvirkt efni, svo sem myndbönd eða spurningar úr efninu
- Auðvelt að afrita og líma efni/texta fyrir t.d. heimaverkefni eða ritgerðir
- Styður tækni sem hjálpar nemendum með sjón- eða heyrnarskerðingu