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Establishing a Database Marketing Plan These chapters lay the foundation for the book and explore general marketing database concepts and strategic considerations related to marketing database development. In particular, you will learn the critical factors when evaluating the potential utility of a database in achieving a range of objectives within the organization. Several case studies and examples are given throughout these two chapters as well as others. Chapter 3 . Defining Customer Data Requirements The process of building a marketing database begins with a definition of what the database is expected to achieve in both the short and long term from a marketing perspective. Once determined, the details of the database can be outlined. This chapter discusses the determination of the data requirements needed to meet the marketing objective. Some of the data types discussed include internal house data, demographic data, psychographic data, and census level data. Chapter 4 . Database Maintenance A properly maintained database is key to cost efficient marketing campaigns. In this chapter you will read about the standard database maintenance routines used by major direct marketers for purposes of scrubbing the data. Some of the topics discussed include merge purge processing, householding the file and NCOA processing. Chapter 5 . Basic Database Design Technology, Organization and Planning In most organizations, marketing is not responsible for establishing the technical specifications of the database. However, marketing personnel should have a basic understanding of database technology. With such knowledge, they will be in a better position to establish marketing specifications for the database that are reasonable and maximize effectiveness. Among other things, this chapter discusses computer software and hardware available on the market today, options for database organization and query languages for purposes of pulling customers and customer information from the database. Chapters 6 & 7 . Analyzing Test Data for Name Selection and Segmentation Proper sampling is key to ensuring marketing test results received are reliable and actionable. Once conducted you will want to determine what separates responders from non-responders, attritors from non-attritors, etc. Becoming intimate with the customer data is the first step. In these chapters, you will learn various techniques enabling you to develop the most powerful predictors of customer behavior for purposes of manual selects, segmentation or response modeling. Chapter 8 . Segmenting the Customer Database Segmentation is an essential component in marketing planning. Segmenting the customer file allows a direct marketer to more effectively and efficiently market products and services to consumers or other businesses. In this chapter you will learn why we segment, how to segment and the techniques used to develop the most powerful segmentation for the business model at hand. Some of the techniques discussed include formal RFM analysis, CHAID analysis and cluster analysis. |
Chapters 9, 10 & 11
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Response Modeling Options and Techniques The use of modeling arms a direct marketers with a powerful tool for identifying the customers most likely to order, pay or attrite. In these chapters you will learn in an easy to follow format geared for the marketer what a regression model is, how one builds a regression model, and the six rules of response modeling that must be followed to ensure the model will be robust and hold up in a roll-out situation. Chapter 12 . Calculating Lifetime Value and Other Key Indicators of Customer Vitality Key to the establishment of proper strategy for any database marketer is the tracking of customer counts, activity, demographics and value over time. Without such analyses a database marketer will be unable to make the best long-term decisions regarding name sourcing, offers or treatments. In this chapter you will be taught how to develop such strategic reports and analyses to help monitor the business. Chapters 13 & 14 . Test Design and Analysis Testing is the foundation upon which a direct marketer builds their business. Direct marketers have a major advantage over other marketers in that they can easily test marketing concepts and read results with accuracy. Unfortunately, many direct marketers lack the necessary skills to properly design and analyze their test plans. In these two chapters you will be taught how to establish marketing tests that will yield reliable and actionable results and how to properly interpret those results. In addition, you will be taught the proper way to design your outside list tests and how to interpret test results with small sample sizes. Chapters 15 & 16 . Marketing Databases and the Internet Many direct marketers are conducting business on-line as well as off-line in todays competitive environment. Developing a strategy for Internet database marketing is fundamentally similar to developing strategies for other direct marketing media. In addition, analyzing customers on-line to determine those most profitable is also fundamentally no different than how it is done in the off-line environment. The main difference is in the type of data being analyzed and the amount of data available. These chapters focus on basic database concepts, both strategy and analysis, as applied to the Internet. Chapter 17 . Future Issues and Trends Marketers have to consider more than potential profitability when developing, maintaining and utilizing databases. Global, social and legal, factors also need to be considers. This chapter examines these issues in addition to future trends in the marketing environment.
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