Data Driven Marketing For Dummies®
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Table of Contents
Part I: Getting Started with Data Driven Marketing
Chapter 1: Data Driven Marketing 101: It’s All About the Customer
What Data Driven Marketing Is (and Isn’t) About
Database marketing versus direct marketing
Database marketing and customer relationship management
Database marketing and small businesses
Getting customer data from your companies systems
Integrating data at the customer level
Communicating with the household
The Database Marketing Campaign
Grouping customers into segments
Chapter 2: Communicating Directly with Your Customers
So, What Is a Database Marketing Campaign?
Narrowing your focus to the target audience
Showcasing what you have to offer
Deciding how you will communicate
Hitting the Bull’s-eye: The Target Audience Isn’t Everyone
Understanding your customer base
Talking Directly to Your Customer: Using Data to Tailor Your Message
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