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Data Driven Marketing For Dummies by David Semmelroth

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Chapter 10

The Tactical Advantage: Designing Data Driven Marketing Campaigns

In This Chapter

arrow Learning the difference between event-triggered campaigns and mass mailings

arrow Using information about change as a customer-retention tool

arrow Upselling and cross-selling to your customers

arrow Recognizing when customers move

As the old saw goes, the only constant in life is change. This is as true of your customers as it is for your business. People grow up, go to college, get married, buy their first house and car, retire, and do many things in between. With every change comes changes in their needs, preferences, and means.

Your products have a life-cycle as well. Retail consumer goods wear out or are used up and need to be replaced. Loans are paid off. Annual passes expire. These events all create opportunities for you to make new sales.

By recognizing and even anticipating changes in both your business and your customers, you can design communications and offers that are relevant to your customers’ new situations. With relevance comes revenue. In this chapter, I examine a number of ways that you ...

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