About the Author

David Semmelroth has spent the last two decades working with data and training people to work with data. He has witnessed and participated in the development of increasingly sophisticated techniques to collect, manage, and use data to drive business results.

Though his career started in Information Technology, he quickly developed an interest in how data can be utilized in marketing applications. Early in his career, his interest in customer data and his ability to find ways to pry it from databases caught the interest of a couple of his colleagues in marketing. They facilitated his transition into the world of database marketing, and he never looked back.

David has worked for several large companies over the years. More recently he’s been doing consulting work related to customer databases and database marketing. His industry experience includes working with a variety of financial services companies, from insurance to retail banking. He also spent several years in the travel and entertainment industry.

Data Driven Marketing For Dummies is a natural extension of David’s interest and experience in teaching. He’s taught classes in statistics and mathematics at several colleges. And he’s designed and taught a variety of data-analysis–focused courses for database marketers.

David earned bachelor’s and master’s degrees in mathematics from the University of Michigan. He wears the title of geek proudly, though he also prides himself on being able to communicate effectively ...

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