Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Arthur Middleton Hughesamazon.com
Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Read your numbers, listen to your audience, and look for the hidden offer opportunities—and then act on the opportunities that present themselves. Don’t underestimate the impact of how you promote on the kind of customers you will attract. Make sure you can calculate the lifetime value of every new customer based on the promotion they came in on. T
... See moreBrian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
urged them to gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media. These are analytical, data-intensive, left-brain practices.
Neil Bendle • Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
KEY TAKEAWAYS Your list is the most important asset in your business—but never forget that your list is made up of real people. Think of them like family members who deserve your love and respect. Follow the 40/40/20 rule, which says 40 percent of a campaign’s success relies on the list selection, 40 percent on the offer, and 20 percent on the crea
... See moreBrian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
database that can analyze the profitability of customers at an individual level can be a competitive advantage.
Neil Bendle • Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
Having a large-scale customer database with permissions and transactions alongside a high value per customer (upper right quadrant of Figure 23) is, of course, the dream scenario and personalization should be a no-brainer.