Optimal Database Marketing: Strategy, Development, and Data Mining

Contemporary direct marketing and e-commerce companies cannot exist in today?s competitive environment without the use of marketing databases. Databases allow marketers to reach customers and cultivate relationships more effectively and efficiently. Although databases provide a means to establish and enhance relationships, they can also be used incorrectly, inefficiently, and even unethically.

"Optimal Database Marketing" was written to provide the marketing manager or student with a complete and solid understanding of how to properly establish and use databases to help organizations maximize their relationships with customers.

The book originally evolved from an outline developed by an advisory board of industry experts that was established by the Direct Marketing Educational Foundation. As such, this book looks beyond the temptation of the quick sale to consider the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Co-authors Dr. Ron Drozdenko and Perry D. Drake help the marketing manager and student gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is not another database marketing applications book available today written specifically for the marketing manager ? the how?s, why?s and when?s. In addition, buyers of this book will have access to sample data sets for conducting various types of database analyses.

Dave Heneberry, past Chair of the DMA and current Director of Western Connecticut State University?s Direct Marketing Certificate programs, was quoted as saying upon reading this book, "The most useful database marketing reference guide published today. The authors do an excellent job of laying out all the steps required to plan and implement an effective database marketing strategy in a clear and concise manner. A must have for academics, marketing managers and business executives."

Brian Kurtz, Executive VP, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee, said about this book, "Destined to be the definitive guide to database marketing applications, analytical strategies and test design."

Kari Regan, Vice President, Marketing Services, The Reader?s Digest Association, said "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 database to improve direct marketing efforts. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer."

Dante Cirilli, DMEF Board Member and Retired President, Grolier Direct Marketing, was quoted as saying "This book is a must for all marketing managers in understanding databases issues to successfully manage and structure marketing programs and achieve maximum results."

What you will Learn in this Book:

"Optimal Database Marketing" illustrates how organizations can properly create and effectively use marketing databases. It offers in-depth, practical coverage of the strategic and tactical decisions involved in marketing database development, maintenance, and mining, while emphasizing how organizations can establish and maximize their relationships with customers. A partial listing of some of the things you will learn in this book include:

- Methods to monitor the vitality of your customer base.

- The steps involved in developing any database strategy to ensure marketing objectives are met.

- The 6 rules to building robust response models guaranteed to hold-up in roll-out.

- Why and how we segment the marketing database to increase marketing effectiveness.

- How global, social and ethical issues impact database marketing today.

- Options available for determining customer lifetime value.

- How to monitor promotional intensity.

- The steps involved in developing an RFP for purposes of outsourcing the database.

- Outside list test design considerations.

- The proper steps to analyzing your marketing tests with confidence.

- How to plan and implement database development and maintenance to increase effectiveness and efficiency.

- How to establish marketing tests that will yield the most reliable and actionable results.

- The steps to ensuring a successful database marketing plan.

- The basics of database technology needed to effectively interact with IT professionals.  more