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Index
Cover
Title Page
Table of Contents
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
About the Author
Cheat Sheet
Connect with Dummies
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