{"product_id":"data-driven-marketing-for-dummies-isbn-9781118615843","title":"Data Driven Marketing For Dummies","description":"\u003cb\u003eEmbrace data and use it to sell and market your products\u003c\/b\u003e  \u003cp\u003eData 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. \u003ci\u003eData Driven Marketing For Dummies\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIdentifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you)\u003c\/li\u003e \u003cli\u003eTips on using data to predict customer purchasing behavior based on past performance\u003c\/li\u003e \u003cli\u003eUsing customer data and marketing analytics to predict when customers will purchase certain items\u003c\/li\u003e \u003cli\u003eInformation on how data collected can help with merchandise planning\u003c\/li\u003e \u003cli\u003eBreaking down customers into segments for easier market targeting\u003c\/li\u003e \u003cli\u003eBuilding a 360 degree view of a customer base\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eData Driven Marketing For Dummies\u003c\/i\u003e assists marketing professionals at all levels of business in accelerating sales through analytical insights.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Started with Data Driven Marketing 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Data Driven Marketing 101: It’s All About the Customer 7\u003c\/p\u003e \u003cp\u003eChapter 2: Communicating Directly with Your Customers 19\u003c\/p\u003e \u003cp\u003eChapter 3: The Forest for the Trees: Where Is the Customer in All That Data? 33\u003c\/p\u003e \u003cp\u003eChapter 4: Using and Managing Your Customer Contact Information 51\u003c\/p\u003e \u003cp\u003eChapter 5: Getting Your Message Out: Marketing Campaign Basics 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Digging Deeper into Your Data: Analytics 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 6: You’re Going to Need a Geek: Introduction to Analyzing Data 73\u003c\/p\u003e \u003cp\u003eChapter 7: Birds of a Feather Buy Together: Segmenting Your Customers 89\u003c\/p\u003e \u003cp\u003eChapter 8: Getting the Most from Your Transaction Data 105\u003c\/p\u003e \u003cp\u003eChapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profitability 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Putting Your Data to Work 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns 131\u003c\/p\u003e \u003cp\u003eChapter 11: From the Window to the Counter: Getting Shoppers to Buy 151\u003c\/p\u003e \u003cp\u003eChapter 12: Crafting Your Marketing Message 163\u003c\/p\u003e \u003cp\u003eChapter 13: Using Customer Data Online 175\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: The Feedback Cycle: Learning from Experience 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: Learning Curve: Setting Up a Testing Plan 191\u003c\/p\u003e \u003cp\u003eChapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns 207\u003c\/p\u003e \u003cp\u003eChapter 16: Putting Your Geek to Work: Analyzing Campaign Results 223\u003c\/p\u003e \u003cp\u003eChapter 17: Sharing Customer Data Throughout Your Enterprise 243\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: The Part of Tens 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 18: Ten (or So) Ways to Capture Customer Data 261\u003c\/p\u003e \u003cp\u003eChapter 19: Ten Resources for Information and Assistance 269\u003c\/p\u003e \u003cp\u003eIndex 277\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDavid Semmelroth\u003c\/b\u003e 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.\u003c\/p\u003e  \u003cp\u003eLearn to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eRecognize your most profitable customers\u003c\/li\u003e \u003cli\u003eSpot sales trends\u003c\/li\u003e \u003cli\u003eDevelop smarter marketing campaigns\u003c\/li\u003e \u003cli\u003eAccurately measure revenue created by marketing efforts\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEmbrace data and use it to sell and market your products\u003c\/p\u003e \u003cp\u003eSuccessful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately measure the impact of marketing campaigns. \u003ci\u003eData Driven Marketing For Dummies\u003c\/i\u003e shows you how to use all the data at your disposal to make current customers more satisfied, reach new customers, and more efficiently sell to your most important customer segments.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe bread and butter — get an intro to the functions that are common to virtually all of database marketing, the structure of a database marketing campaign, and how customer databases are organized\u003c\/li\u003e \u003cli\u003eDig deep — find the lowdown on ways to analyze data and discover what to watch out for to keep yourself from being misled\u003c\/li\u003e \u003cli\u003ePut it to work — take a look at common marketing goals and how campaigns are designed to meet them (and how they can meet yours)\u003c\/li\u003e \u003cli\u003eLearn from experience — discover how to set up a testing plan, measure the success of your database marketing campaigns, improve future marketing campaigns, and much more\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eOpen the book and find:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy database marketing works\u003c\/li\u003e \u003cli\u003eGuidance on how to understand your customer base\u003c\/li\u003e \u003cli\u003eThe importance of creating a customer record\u003c\/li\u003e \u003cli\u003eWays to use and manage your customer contact information\u003c\/li\u003e \u003cli\u003eAnalytic techniques common to database marketing\u003c\/li\u003e \u003cli\u003eHow to get the most from your transaction data\u003c\/li\u003e \u003cli\u003eTips on how customer behavior can be used to inform marketing campaigns\u003c\/li\u003e \u003cli\u003eStrategic ways your data can inspire communications\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989024063717,"sku":"NP9781118615843","price":26.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118615843.jpg?v=1761782482","url":"https:\/\/k12savings.com\/es\/products\/data-driven-marketing-for-dummies-isbn-9781118615843","provider":"K12savings","version":"1.0","type":"link"}