Data Driven Marketing for Dummies

David Semmelroth

ISBN: 9788126545810

312 pages

Exclusively distributed by Penguin Books

 

INR 499

Description

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.

 

Introduction

 

Part I: Getting Started with Data Driven Marketing

Chapter 1: Data Driven Marketing 101: It's All About the Customer

Chapter 2: Communicating Directly with Your Customers

Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data?

Chapter 4: Using and Managing Your Customer Contact Information

Chapter 5: Getting Your Message Out: Marketing Campaign Basics

 

Part II: Digging Deeper into Your Data: Analytics

Chapter 6: You're going to need a Geek: Introduction to Analyzing Data

Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers

Chapter 8: Getting the Most from Your Transaction Data

Chapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profitability

 

Part III: Putting Your Data to Work

Chapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns

Chapter 11: From the Window to the Counter: Getting Shoppers to Buy

Chapter 12: Crafting Your Marketing Message

Chapter 13: Using Customer Data Online

 

Part IV: The Feedback Cycle: Learning from Experience

Chapter 14: Learning Curve: Setting up a Testing Plan

Chapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns

Chapter 16: Putting Your Geek to Work: Analyzing Campaign Results

Chapter 17: Sharing Customer Data throughout Your Enterprise

 

Part V: The Part of Tens

Chapter 18: Ten (or So) Ways to Capture Customer Data

Chapter 19: Ten Resources for Information and Assistance

 

Index