Marketing Automation (eBook)

Practical Steps to More Effective Direct Marketing

J. LeSueur (Autor)

eBook Download: PDF

2007 | 1. Auflage
368 Seiten
John Wiley & Sons (Verlag)
978-0-470-17864-5 (ISBN)

Infos

In today's market, it takes more than good products and services to
succeed.

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.

Designed to get you quickly up to speed, you will discover:

* How to evolve complex, yet agile, customer communication
strategies

* Ways to focus already limited marketing resources on the right
opportunities

* Advice on viewing, tracking, and measuring results

* How to optimally use current software applications to empower you
to effect stronger, more responsive marketing programs

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.

Autor

JEFF LeSUEUR 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.

Inhalt

Preface ix

Overview 1

Part 1 Marketing Financials

Chapter 1 Profit and Loss Fundamentals 7

Chapter 2 Profit and Loss Component Details 15

Chapter 3 Managing the P&L 29

Chapter 4 Measuring Marketing Effectiveness 41

Chapter 5 Measuring Return on Investment 51

Chapter 6 Marketing Financials 63

Chapter 7 Improving Response: Modeling and Analytics 79

Chapter 8 Creating a Marketing Financials Worksheet 87

Part 2 Marketing Automation

Chapter 9 Relevant Marketing Automation Information 103

Chapter 10 Financial and Marketing Information Integration 129

Chapter 11 Marketing Customer Information 137

Chapter 12 Data Acquisition, Storage, and Retrieval 149

Chapter 13 Data Warehouse Hardware and Software Configuration 173

Chapter 14 Making Information Useful: Access, Delivery, and Organization 183

Chapter 15 Information Map 205

Chapter 16 Using Information 229

Chapter 17 Response Testing 265

Chapter 18 Modeling 289

Part 3 Advanced Topics

Chapter 19 Optimizing Contact Strategy 299

Chapter 20 Strategic Marketing 313

Conclusion 325

Index 329

Produkt-Details

• Erscheint lt. Verlag: 27.11.2007
• Reihe/Serie: SAS Institute Inc
• Reihe/Serie: SAS Institute Inc
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Business & Management • Strategic Marketing • Strategisches Marketing • Wirtschaft u. Management
• ISBN-10: 0-470-17864-7 / 0470178647
• ISBN-13: 978-0-470-17864-5 / 9780470178645