Data Driven Marketing For Dummies

Introduction

Part I: Getting Started with Data Driven Marketing
1. Data Driven Marketing : It's All About the Customer
2. Communicating Directly with Your Customers
3. The Forest for the Trees: Where Is the Customer in All That Data?
4. Using and Managing Your Customer Contact Information
5. Getting Your Message Out: Marketing Campaign Basics

Part II: Digging Deeper into Your Data: Analytics
6. You're Going to Need a Geek: Introduction to Analyzing Data
7. Birds of a Feather Buy Together: Segmenting Your Customers
8. Getting the Most from Your Transaction Data
9. The Good, the Bad, and the Ugly: Understanding Customer Profi tability

Part III: Putting Your Data to Work
10. The Tactical Advantage: Designing Data Driven Marketing Campaigns
11. From the Window to the Counter: Getting Shoppers to Buy
12. Crafting Your Marketing Message
13. Using Customer Data Online

Part IV: The Feedback Cycle: Learning from Experience
14. Learning Curve: Setting Up a Testing Plan
15. Getting to the Bottom Line: Tracking and Measuring Your Campaigns
16. Putting Your Geek to Work: Analyzing Campaign Results
17. Sharing Customer Data Throughout Your Enterprise

Part V: The Part of Tens
18. Ten (or So) Ways to Capture Customer Data
19. Ten Resources for Information and Assistance

Index