Optimal Database Marketing Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Optimal Database Marketing book. This book definitely worth reading, it is an incredibly well-written.
Optimal Database Marketing by Ronald G Drozdenko,Perry D Drake Pdf
This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.
Optimal Database Marketing by Ronald G. Drozdenko Pdf
This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.
Optimal Database Marketing by Ronald G Drozdenko,Perry D Drake Pdf
This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.
Author : Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin Publisher : Springer Science & Business Media Page : 875 pages File Size : 48,8 Mb Release : 2010-02-26 Category : Business & Economics ISBN : 9780387725796
Database Marketing by Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin Pdf
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)
Advanced Database Marketing by Koen W. De Bock Pdf
While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.
Perspectives on Promotion and Database Marketing by Robert C. Blattberg,Greg Martin Allenby Pdf
Quantitative marketing as a discipline started around the mid 60's and has been dominated by only a handful of individuals. Robert Blattberg is one of them and has been a leader in setting a research agenda for this discipline. The collection of articles in this book along with commentary by some of his doctoral students is a magnificent testament to the genius of Robert Blattberg. The chapters in this book are organized into six parts. The first part, titled ?Early Bob?, traces research which he completed during the first decade after he joined University of Chicago. The second part is titled ?Statistical Bob?. This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled ?Promotional Bob?, and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled ?Big Bob?, describes Robert's contribution to and impact on marketing practice. The fifth part is titled ?Direct Bob?, and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value. The sixth and final part titled ?Micro-Macro Bob?, is not genre or area specific as much as an illustration of Robert's overall research interests in marketing-mix modeling.
Statistical Modeling and Analysis for Database Marketing by Bruce Ratner Pdf
Traditional statistical methods are limited in their ability to meet the modern challenge of mining large amounts of data. Data miners, analysts, and statisticians are searching for innovative new data mining techniques with greater predictive power, an attribute critical for reliable models and analyses. Statistical Modeling and Analysis fo
Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program by Arthur Hughes Pdf
Use the latest digital technologies for lifelong customers and repeat sales “Arthur Middleton Hughes is database marketing’s 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.” —Ken Magill, Publisher, The Magill Report “Strategic 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. Arthur’s information makes it easy to update with your e-mail metrics and improve KPIs to know the success of each marketing program.” —David Horwedel, eCRM Program Manager, Dell “Arthur Hughes is truly a direct marketing database guru. This edition of Strategic Database Marketing [is a] must-read for any marketer in today’s ever-changing environment.” —Vicki Updike, President, Miles Kimball Company “Strategic 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.” —Matt Edgar, Founder, Global Marketing Alliance and publisher of Direct Marketing International “Strategic Database Marketing provides the fundamentals of consumer data management that every marketer should know. Arthur’s 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 today’s consumers demand.” —Angela Sanchez, Sr. Director of Marketing, Universal Music Group “Arthur 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 purchase−even before they know they want to buy it.” —Kathryn Kiritsis, Director Online Marketing, Avis Budget Group “Read 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.” —Steve Cobden, CMO, Thompson & Company of Tampa, Inc. “I 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.” —Sue 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 opportunities—and 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 company’s 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.
Web-focused strategies for turning a company’s customer list into its most powerful competitive advantage For more than a decade, Strategic Database Marketing has been a popular and authoritative how-to on database marketing, referred to every day by marketing practitioners around the world. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage customer relationships, retain loyalty, increase the incremental profits from each customer in the database, and more. Fast-changing tools and technologies require author and database marketing pioneer Arthur Hughes to update the book’s data and techniques. This substantially revised third edition features: A completely new chapter on modeling and appended data New details on fast-changing Web technologies and marketing Updated material on prospecting, warehousing, and filtering In-depth discussion of prospect databases, one of marketing’s newest and most promising innovations
Direct and Database Marketing by Graeme McCorkell Pdf
Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.
