As a veteran marketing expert and user of SAS Marketing Automation software, LeSeur promotes marketing software applications based on predictive models to leverage a marketing group's investments toward boosting profits. Using a spreadsheet, he fleshes out the concept of "return on marketing investment," countering the view that customer communication is an expense. Discussing basic and more advanced topics relating to effective strategic marketing, he offers ideas for overcoming customer database management challenges. The guide includes examples, data tables, graphs, and a few references interspersed in the text. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)
In today's market, it takes more than good products and services to succeed.
Successful marketing requires more precise segmentation and more sophisticated communications with customers--the lifeblood of every business--than ever before. Expertly explaining the components of marketing automation and their application and benefit to the marketing process, Marketing Automation shows you how to develop more effective and targeted direct marketing campaigns, from the planning and execution of promotions to the complete leveraging of marketing to increase your profits.
Designed to get you quickly up to speed, you will discover:
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How to evolve complex, yet agile, customer communication strategies
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Ways to focus already limited marketing resources on the right opportunities
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Advice on viewing, tracking, and measuring results
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How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs
Straightforward and balanced, this essential guide presents a new and better way to strengthen your competitive position by using your precious customer data to increase your bottom line. Required reading for executives, marketing managers, and anyone needing to know the essentials of maximizing the profitability of every customer relationship for their business, Marketing Automation makes every marketing dollar count with a sound road map all executives can understand and follow.
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