Web-focused strategies for turning a company's customer list into its most powerful
competitive advantage
For more than a decade, Strategic Database Marketing has been a popular and
authoritative how-to on database marketing, referred to every day by marketing
practitioners around the world. Featuring dozens of innovative, workable strategies, it
has shown marketers how to profitably manage customer relationships, retain loyalty,
increase the incremental profits from each customer in the database, and more.
Fast-changing tools and technologies require author and database marketing pioneer
Arthur Hughes to update the book's data and techniques. This substantially revised third
edition features:
- A completely new chapter on modeling and appended data
- New details on fast-changing Web technologies and marketing
- Updated material on prospecting, warehousing, and filtering
- In-depth discussion of prospect databases, one of marketing's newest and most promising
innovations
"Arthur Hughes is one of the pioneers of modern database marketing. His new book,
"Strategic Database Marketing", Third Edition, contains the wisdom of twenty
years of database marketing experience from scores of companies throughout the US. I can
heartily endorse Arthur's book for anyone who wants to know the state of the art in
database marketing today."
- Lester Wunderman, Chairman and Founder, Wunderman Advertising.
"Arthur Hughes has written an encyclopedic overview of database marketing concepts
and applications. This is the book you want your whole team to read and heed... and your
competitors to never discover."
- Bill Williams, President and CEO, Harry and David
"Strategic Database Marketing" is required reading for all of our employees.
From Arthur's book, we've learned how to evaluate customers and how to communicate with
them in a way that is relevant to their specific needs. Arthur's book compels people to
act, and to become better marketers."
- Chris Baggott, Cofounder and CMO, ExactTarget
Techniques for linking database marketing with Internet technologies - for lifetime
customer retention and repeat sales
Your customers want to hear from you, but not with unfocused and misdirected sales
pitches. They want meaningful, personalized communications offering products and services
that will provide them with the greatest value.
"Strategic Database Marketing", Third Edition, shows you how to integrate the
customer information you currently have with powerful Web-based tools to communicate more
effectively with your most valued customers and create an invincible marketing machine.
This marketing classic, instrumental in launching and shaping the database marketing
industry, is now comprehensively revised and updated to include:
- New details on fast-changing Web technologies and marketing
- Entirely new chapters on customer segmentation, modeling and acquisition
- Dozens of new case studies
- In-depth discussion of prospect databases
The personal customer information stored in your company's database files provides you
with a unique and valuable competitive advantage. But are you using that information
productively? Is your data difficult if not impossible for frontline employees to access
when they need it?
"Strategic Database Marketing", Third Edition, details the latest web-focused
strategies for unleashing the power in your company's customer database and turning it
into a sales-building weapon. Using dozens of updated case studies from Travelers
Insurance, Hallmark, Caterpillar, and other global marketers, database marketing pioneer
Arthur Hughes hones the concepts and hands-on strategies in his bestselling guide to
provide you with:
- A step-by-step primer for computing Lifetime Value (LTV) for each of your customers,
with specific techniques for making LTV an integral part of your strategic planning
- Methods for using Recency, Frequency, and Monetary (RFM) analysis to gain invaluable
behavioral insights about your customers
- Guidelines for establishing a risk revenue matrix for identifying valuable customers in
danger of leaving
- Control group strategies to ensure that your marketing initiatives are working to
provide significant Return on Investment (ROI)
- Predictive modeling techniques that can show you which customers or prospects are most
likely to be loyal buyers
- Customer acquisition methods using direct mail, reverse telephone number appends, and
more
- Strategies for making your Web site as useful and informative as a live operator by
replacing costly call center inquiries with virtually free Web inquiries
- Automated trawling techniques that instantly communicate with customers regarding unique
events, from birthdays and anniversaries to unusually large transactions
- Proven database marketing methods retailers can implement to gain advantage from the
Internet
The Internet has impacted virtually every aspect of the global business arena, none
more than marketing and customer communications. "Strategic Database Marketing"
reveals what frontline marketers are doing to seamlessly integrate Web technologies into
their database marketing programs, and what you can do starting now to provide your best
customers with recognition, service, friendship, and information - for which they will
reward you with loyalty, reduced attrition, and dramatically improved sales and profits.
Hardcover, 437 pages