{"product_id":"marketing-automation-isbn-9780470125427","title":"Marketing Automation","description":"In today's market, it takes more than good products and services to succeed.\u003cbr\u003e \u003cbr\u003e Successful marketing requires more precise segmentation and more sophisticated communications with customers--the lifeblood of every business--than ever before. Expertly explaining the components of marketing automation and their application and benefit to the marketing process, Marketing Automation shows you how to develop more effective and targeted direct marketing campaigns, from the planning and execution of promotions to the complete leveraging of marketing to increase your profits.\u003cbr\u003e \u003cbr\u003e Designed to get you quickly up to speed, you will discover:\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e How to evolve complex, yet agile, customer communication strategies\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e Ways to focus already limited marketing resources on the right opportunities\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e Advice on viewing, tracking, and measuring results\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs\u003cbr\u003e \u003cbr\u003e Straightforward and balanced, this essential guide presents a new and better way to strengthen your competitive position by using your precious customer data to increase your bottom line. Required reading for executives, marketing managers, and anyone needing to know the essentials of maximizing the profitability of every customer relationship for their business, Marketing Automation makes every marketing dollar count with a sound road map all executives can understand and follow. \u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eOverview 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 Marketing Financials\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Profit and Loss Fundamentals 7\u003c\/p\u003e \u003cp\u003eChapter 2 Profit and Loss Component Details 15\u003c\/p\u003e \u003cp\u003eChapter 3 Managing the P\u0026amp;L 29\u003c\/p\u003e \u003cp\u003eChapter 4 Measuring Marketing Effectiveness 41\u003c\/p\u003e \u003cp\u003eChapter 5 Measuring Return on Investment 51\u003c\/p\u003e \u003cp\u003eChapter 6 Marketing Financials 63\u003c\/p\u003e \u003cp\u003eChapter 7 Improving Response: Modeling and Analytics 79\u003c\/p\u003e \u003cp\u003eChapter 8 Creating a Marketing Financials Worksheet 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 Marketing Automation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 Relevant Marketing Automation Information 103\u003c\/p\u003e \u003cp\u003eChapter 10 Financial and Marketing Information Integration 129\u003c\/p\u003e \u003cp\u003eChapter 11 Marketing Customer Information 137\u003c\/p\u003e \u003cp\u003eChapter 12 Data Acquisition, Storage, and Retrieval 149\u003c\/p\u003e \u003cp\u003eChapter 13 Data Warehouse Hardware and Software Configuration 173\u003c\/p\u003e \u003cp\u003eChapter 14 Making Information Useful: Access, Delivery, and Organization 183\u003c\/p\u003e \u003cp\u003eChapter 15 Information Map 205\u003c\/p\u003e \u003cp\u003eChapter 16 Using Information 229\u003c\/p\u003e \u003cp\u003eChapter 17 Response Testing 265\u003c\/p\u003e \u003cp\u003eChapter 18 Modeling 289\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Advanced Topics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19 Optimizing Contact Strategy 299\u003c\/p\u003e \u003cp\u003eChapter 20 Strategic Marketing 313\u003c\/p\u003e \u003cp\u003eConclusion 325\u003c\/p\u003e \u003cp\u003eIndex 329\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJEFF LeSUEUR\u003c\/b\u003e has a BA from Dartmouth College and an MBA from New York University. He has spent the last thirteen years in the advancement of marketing automation applications, as director of database marketing for BMG Direct and in marketing, research, and development for SAS Marketing Automation since joining SAS in 2000. His breadth of product-related experience enables him to understand how marketers can benefit most from marketing automation.   \u003c\/p\u003e\u003cp\u003eMarketing is an investment and should not be viewed as an expense. Marketing automation offers significant potential for boosting your marketing group's impact by leveraging that investment toward increasing profits. \u003ci\u003eMarketing Automation\u003c\/i\u003e details the components of marketing automation, the well-balanced coordination of financial systems, customer information, information management, and campaign management, as well as the integration of response models of customer behavior. Based on author Jeff LeSueur's seven years' direct marketing experience and six years with SAS\u003csup\u003e®\u003c\/sup\u003e and SAS\u003csup\u003e®\u003c\/sup\u003e Marketing Automation software, \u003ci\u003eMarketing Automation\u003c\/i\u003e emphasizes the practical steps that marketers can take to improve the effectiveness of marketing and increase profits. \u003c\/p\u003e\u003cp\u003eJeff LeSueur's innovative text demonstrates by example how the marketing automation solution can support your entire marketing team and how marketing automation provides improved efficiency and effectiveness at every stage of the marketing process—from setting strategy to targeting opportunities, from implementing campaign initiatives to measuring results. By offering a practical and comprehensive framework for applying a marketing solution, \u003ci\u003eMarketing Automation\u003c\/i\u003e defines clear action plans for: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eComprehensive data management\u003c\/li\u003e \u003cli\u003eCampaign management\u003c\/li\u003e \u003cli\u003eFinancial and marketing information integration\u003c\/li\u003e \u003cli\u003eMarketing customer information\u003c\/li\u003e \u003cli\u003eImplementation of customer analytics with an emphasis on application\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePart One clarifies and emphasizes the importance of operating financial management statements and reveals how to leverage analysis of marketing investments toward increasing profit. Part Two empowers marketers to participate more fully in each step of the marketing process and describes the essential best practices for more effective marketing. Screenshots of marketing automation features and functions are included to illustrate critical points in the marketing process such as selecting the audience, defining communication channels, testing, and closing the loop for more effective customer relationship management. Advanced topics are addressed in Part Three, including strategic marketing and the corresponding software applications that allow marketers to execute tasks such as managing contact frequency, optimizing communication decisions given resource constraints, effectively managing more models, and event-based communications. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eMarketing Automation\u003c\/i\u003e covers a broad range of business functions, including operating financial management, marketing financial planning, return on investment, information technology, customer information management, and the marketing process. This practical guide expertly covers the components of marketing automation, their application, and how these components can help you to effect more—and more targeted—campaigns, increasing value to your customers as well as to your business.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989575024869,"sku":"NP9780470125427","price":39.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470125427.jpg?v=1761784659","url":"https:\/\/k12savings.com\/es\/products\/marketing-automation-isbn-9780470125427","provider":"K12savings","version":"1.0","type":"link"}