Embrace data and use it to sell and market your products
Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently.
Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you)
Tips on using data to predict customer purchasing behavior based on past performance
Using customer data and marketing analytics to predict when customers will purchase certain items
Information on how data collected can help with merchandise planning
Breaking down customers into segments for easier market targeting
Building a 360 degree view of a customer base
Data Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.
David Semmelroth has two decades of experience translating customer data into actionable insights across the financial services, travel, and entertainment industries. David has consulted for Cedar Fair, Wachovia, National City, and TD Bank.
Introduction 1 Part I: Getting Started with Data Driven Marketing 5 Chapter 1: Data Driven Marketing 101: It s All About the Customer 7 Chapter 2: Communicating Directly with Your Customers 19 Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data? 33 Chapter 4: Using and Managing Your Customer Contact Information 51 Chapter 5: Getting Your Message Out: Marketing Campaign Basics 61 Part II: Digging Deeper into Your Data: Analytics 71 Chapter 6: You re Going to Need a Geek: Introduction to Analyzing Data 73 Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers 89 Chapter 8: Getting the Most from Your Transaction Data 105 Chapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profi tability 119 Part III: Putting Your Data to Work 129 Chapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns 131 Chapter 11: From the Window to the Counter: Getting Shoppers to Buy 151 Chapter 12: Crafting Your Marketing Message 163 Chapter 13: Using Customer Data Online 175 Part IV: The Feedback Cycle: Learning from Experience 189 Chapter 14: Learning Curve: Setting Up a Testing Plan 191 Chapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns 207 Chapter 16: Putting Your Geek to Work: Analyzing Campaign Results 223 Chapter 17: Sharing Customer Data Throughout Your Enterprise 243 Part V: The Part of Tens 259 Chapter 18: Ten (or So) Ways to Capture Customer Data 261 Chapter 19: Ten Resources for Information and Assistance 269 Index 277