"For Dummies A Willey Brand."

Includes index.

Introduction -- Getting started with data driven marketing. Data driven marketing 101: it's all about the customer -- Communicating directly with your customers -- The forest for the trees: where is the customer in all that data? -- Using and managing your customer contact information -- Getting your message out: marketing campaign basics -- Digging deeper into your data: analytics. You're going to need a geek: introduction to analyzing data -- Birds of a feather buy together: segmenting your customers -- Getting the most from your transaction data -- The good, the bad, and the ugly: understanding customer profitability -- Putting your data to work. The tactical advantage: designing data driven marketing campaigns -- From the window to the counter: getting shoppers to buy -- Crafting your marketing message -- Using customer data online -- The feedback cycle: learning from experience. Learning curve: setting up a testing plan -- Getting to the bottom line: tracking and measuring your campaigns -- Putting your geek to work: analyzing campaign results -- Sharing customer data throughout your enterprise -- The part of tens. Ten (or so) ways to capture customer data -- Ten resources for information and assistance.

Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately measure the impact of marketing campaigns. This guide shows you how to use all the data at your disposal to improve future campaigns.