Data Driven Marketing For Dummies^®

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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

Database marketing versus direct marketing

Database marketing and customer ­relationship management

Marketing to businesses

Database marketing and small businesses

Focusing on the Customer

Getting customer data from your ­companies systems

Integrating data at the customer level

Managing contact information

Communicating with the household

The Database Marketing Campaign

The target audience

The offer

Your marketing message

Timing your message

Analyzing Customer Data

Grouping customers into segments

Building response models

Measuring Results

Chapter 2: Communicating Directly with Your Customers

So, What Is a Database Marketing Campaign?

Narrowing your focus to the target audience

Showcasing what you have to offer

Deciding how you will communicate

Determining when to send it

Hitting the Bull’s-eye: The Target Audience Isn’t Everyone

Understanding your customer base

Sizing your audience

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 ...