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Marketing Automation. Practical Steps to More Effective Direct Marketing. Edition No. 1. Wiley and SAS Business Series

  • ID: 2242562
  • Book
  • September 2007
  • 368 Pages
  • John Wiley and Sons Ltd
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:

How to evolve complex, yet agile, customer communication strategies

Ways to focus already limited marketing resources on the right opportunities

Advice on viewing, tracking, and measuring results

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.
Note: Product cover images may vary from those shown

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

Note: Product cover images may vary from those shown
Jeff LeSueur
Note: Product cover images may vary from those shown