Data Driven Marketing For Dummies

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.

Table of Contents

Part I: Getting Started with Data Driven Marketing
Chapter 1: Data Driven Marketing 101: It’s All About the Customer
Chapter 2: Communicating Directly with Your Customers
Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data?
Chapter 4: Using and Managing Your Customer Contact Information
Chapter 5: Getting Your Message Out: Marketing Campaign Basics

Part II: Digging Deeper into Your Data: Analytics
Chapter 6: You’re Going to Need a Geek: Introduction to Analyzing Data
Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers
Chapter 8: Getting the Most from Your Transaction Data
Chapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profitability

Part III: Putting Your Data to Work
Chapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns
Chapter 11: From the Window to the Counter: Getting Shoppers to Buy
Chapter 12: Crafting Your Marketing Message
Chapter 13: Using Customer Data Online

Part IV: The Feedback Cycle: Learning from Experience
Chapter 14: Learning Curve: Setting Up a Testing Plan
Chapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns
Chapter 16: Putting Your Geek to Work: Analyzing Campaign Results
Chapter 17: Sharing Customer Data Throughout Your Enterprise

Part V: The Part of Tens
Chapter 18: Ten (or So) Ways to Capture Customer Data
Chapter 19: Ten Resources for Information and Assistance