Arthur M. Hughes

Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

• Gebundenes Buch

Produktbeschreibung

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

Produktdetails

• Verlag: McGraw-Hill Professional
• 4th ed.
• Seitenzahl: 608
• Erscheinungstermin: 13. Januar 2012
• Englisch
• Abmessung: 236mm x 158mm x 50mm
• Gewicht: 1006g
• ISBN-13: 9780071773485
• ISBN-10: 0071773487
• Artikelnr.: 33606026

Autorenporträt

Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.

Inhaltsangabe

Part I: Database Marketing and the Web ;
Introduction; Chapter 1. Strategic Database Marketing and the Web: An Overview; Chapter 2. "The Vision Thing"; Part II: Strategy Development ; Chapter 3. Lifetime Value--The Criterion of Strategy; Chapter 4. Designing a Successful Customer Strategy; Chapter 5. Building Profits with Recency, Frequency, and Monetary Analysis; Chapter 6. Communicating With Customers; Chapter 7. Building Customer Loyalty; Chapter 8. Using Customer Profiles in Marketing Strategy; Chapter 9. Strategy Verification: Testing and Control Groups; Chapter 10. Finding Customers Through the Web; Part III: Profiting Through Experience ; Chapter 11. Retailing and Packaged Goods; Chapter 12. Building Retention and Loyalty in Business Customers; Chapter 13. Financial Services; Chapter 14. Why Databases Fail; Chapter 15. Database Types That Succeed; Chapter 16. Choosing Business Partners; Chapter 17. Database Marketing and the Internal Struggle for Power;
A Farewell to the Reader; Appendix A. How to Keep Up with Database Marketing and Commerce on the Web; Appendix B. Answers to Executive Quizzes; Appendix C. Glossary; Index