Optimal database marketing : strategy, development, and data mining

′This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable...

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Hlavní autori: Drozdenko, Ronald G., Drake, Perry D.
Médium: E-kniha Kniha
Jazyk:English
Vydavateľské údaje: Thousand Oaks Sage 2002
SAGE Publications, Incorporated
SAGE Publications, Inc
SAGE
Sage Publications
Vydanie:1
Predmet:
Database marketing
Digital Marketing
Electronic commerce
ISBN:0761923578, 9780761923572
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Obsah:
  • Cover -- Contents -- Preface -- Foreword -- 1 - Introduction to Database Marketing Concepts -- 2 - Strategic Database Development in the Marketing Planning Process -- 3 - Defining Customer Data Requirements -- 4 - Database Maintenance and Coding -- 5 - Basic Database Technology, Organizational Considerations, and Database Planning -- 6 - The Analysis Sample -- 7 - Analyzing and Manipulating Customer Data -- 8 - Segmenting the Customer Database -- 9 - An Introduction to Simple Linear Regression Modeling -- 10 - Multiple Regression Modeling -- 11 - Gains Charts and Expected Profit Calculations -- 12 - Strategic Reporting and Analysis -- 13 - Assessing Marketing Test Results -- 14 - Planning and Designing Marketing Tests -- 15 - Marketing Databases and the Internet -- 16 - Analyzing and Targeting Online Customers -- 17 - Issues in the Marketing Environment and Future Trends In Marketing Databases -- Glossary -- References -- Name Index -- Subject Index
  • Introduction to Database Marketing Concepts -- Strategic Database Development in the Marketing Planning Process -- Defining Customer Data Requirements -- Database Maintenance and Coding -- Basic Database Technology, Organizational Considerations, and Database Planning -- The Analysis Sample -- Analyzing and Manipulating Customer Data -- Segmenting the Customer Database -- An Introduction to Simple Linear Regression Modeling -- Multiple Regression Modeling -- Gains Charts and Expected Profit Calculations -- Strategic Reporting and Analysis -- Assessing Marketing Test Results -- Planning and Designing Marketing Tests -- Marketing Databases and the Internet -- Analyzing and Targeting Online Customers -- Issues in the Marketing Environment and Future Trends in Marketing Databases