Data is everywhere and it keeps growing and accumulating.
Companies need to embrace big data and make it work harder to help
them sell and market their products. Successful data analysis can
help marketing professionals spot sales trends, develop smarter
marketing campaigns, and accurately predict customer loyalty.
Data Driven Marketing For Dummies helps companies use
all the data at their disposal to make current customers more
satisfied, reach new customers, and sell to their most important
customer segments more efficiently.

Identifying the common characteristics of customers who buy the
same products from your company (or who might be likely to leave
you)
Tips on using data to predict customer purchasing behavior
based on past performance
Using customer data and marketing analytics to predict when
customers will purchase certain items
Information on how data collected can help with merchandise
planning
Breaking down customers into segments for easier market
targeting
Building a 360 degree view of a customer base

Data Driven Marketing For Dummies assists marketing
professionals at all levels of business in accelerating sales
through analytical insights.

Autorentext

David Semmelroth has two decades of experience translating customer data into actionable insights across the financial services, travel, and entertainment industries. David has consulted for Cedar Fair, Wachovia, National City, and TD Bank.

Zusammenfassung
Embrace data and use it to sell and market your products Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently.

Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you)
Tips on using data to predict customer purchasing behavior based on past performance
Using customer data and marketing analytics to predict when customers will purchase certain items
Information on how data collected can help with merchandise planning
Breaking down customers into segments for easier market targeting
Building a 360 degree view of a customer base
Data Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.

Inhalt

Introduction 1

Part I: Getting Started with Data Driven Marketing 5

Chapter 1: Data Driven Marketing 101: It's All About the Customer 7

Chapter 2: Communicating Directly with Your Customers 19

Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data? 33

Chapter 4: Using and Managing Your Customer Contact Information 51

Chapter 5: Getting Your Message Out: Marketing Campaign Basics 61

Part II: Digging Deeper into Your Data: Analytics 71

Chapter 6: You're Going to Need a Geek: Introduction to Analyzing Data 73

Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers 89

Chapter 8: Getting the Most from Your Transaction Data 105