Use the latest digital technologies for lifelong customers and repeat sales aArthur Middleton Hughes is database marketingas Great Explainer. He has a unique gift for taking complex subjects and breaking them down in ways people can easily understand. This is the most approachable book I have ever read on the subject.a aKen Magill, Publisher, The Magill Report aStrategic Database Marketing is a must-read for anyone in CRM or e-mail marketing. The Customer Lifetime Value information and formula is critical to utilize. Arthuras information makes it easy to update with your e-mail metrics and improve KPIs to know the success of each marketing program.a aDavid Horwedel, eCRM Program Manager, Dell aArthur Hughes is truly a direct marketing database guru. This edition of Strategic Database Marketing [is a] must-read for any marketer in todayas ever-changing environment.a aVicki Updike, President, Miles Kimball Company aStrategic Database Marketing objectively challenges the very way we go about using our data and where we should be going in the future. It is an important, informative, and enjoyable read.a aMatt Edgar, Founder, Global Marketing Alliance and publisher of Direct Marketing International aStrategic Database Marketing provides the fundamentals of consumer data management that every marketer should know. Arthuras insight into utilizing e-mail and social media both as a data source and communication medium is key to creating the highly relevant and targeted messaging that todayas consumers demand.a aAngela Sanchez, Sr. Director of Marketing, Universal Music Group aArthur Hughes describes how smart marketers amass the mounds of valuable customer data accumulated by their company, find common characteristics among those individuals, and then suggest a product or service that customers will be eager to purchaseaeven before they know they want to buy it.a aKathryn Kiritsis, Director Online Marketing, Avis Budget Group aRead this book if you are looking to make sense of the complexities of database marketing in the digital world. Mr. Hughes has produced a tour de force.a aSteve Cobden, CMO, Thompson a Company of Tampa, Inc. aI have learned so much from Arthur Hughes over the years! This book is no exception. He continues not only to address theory, but also offer practical, measurable application.a aSue Coakley, Sr. Director, Customer Contact Strategy, Yahoo! About the Book: Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunitiesaand this thoroughly updated new edition has everything you need to seize them all. Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them. Completely revised and updated, this new edition covers all the foundational database marketing principles and practices, including: Lifetime value (LTV) Building profits with recency and frequency The off-e-mail sales multiplier Customer and subscriber acquisition Monetary (RFM) analysis Expanding retail store traffic Customer segmentation Analytics and modeling Loyalty marketing Measuring the impact of social media Testing and control groups Business-to-business database marketing All quizzes, forms, strategies, charts, and graphs are available online for instant reference and downloads. The book also enables you to calculate the lifetime value of your subscribers and customers and sample online databases to quantify your efforts. The personal customer information stored in your companyas database files provides you with a unique and valuable competitive advantage. But are you using that information productively? Is your data difficult if not impossible for frontline employees to access when needed? Strategic Database Marketing, Fourth Edition, is a one-stop resource for making the best possible use of database marketing to meet your strategic goals while keeping up with the changing nature of the market.A couple of years later, I noticed that my broker was handling Chevy Chase bonds. ... the policy would be charged to my credit card at the rate of $14.40 per month unless it was cancelled by me. ... The worst part of the call was that Chevy Chase knew that I had $300, 000 worth of insurance for which I was paying about $180anbsp;...
|Title||:||Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program|
|Publisher||:||McGraw Hill Professional - 2011-12-20|