Marketing Automation
John Wiley & Sons Inc (Verlag)
978-0-470-12542-7 (ISBN)
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:
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How to evolve complex, yet agile, customer communication strategies
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Ways to focus already limited marketing resources on the right opportunities
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Advice on viewing, tracking, and measuring results
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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.
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.
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
| Erscheint lt. Verlag | 11.9.2007 |
|---|---|
| Reihe/Serie | SAS Business Series |
| Zusatzinfo | Exhibits: 145 B&W, 0 Color |
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 165 x 236 mm |
| Gewicht | 649 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-470-12542-X / 047012542X |
| ISBN-13 | 978-0-470-12542-7 / 9780470125427 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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