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How To Use Customer Data
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Book Synopsis Customer Data Platforms by : Martin Kihn
Download or read book Customer Data Platforms written by Martin Kihn and published by John Wiley & Sons. This book was released on 2020-11-06 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master the hottest technology around to drive marketing success Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: Understand the problems of managing customer data Understand what CDPs are and what they do (and don't do) Organize and harmonize customer data for use in marketing Build a safe, compliant first-party data asset that your brand can use as fuel Create a data-driven culture that puts customers at the center of everything you do Understand how to use AI and machine learning to drive the future of personalization Orchestrate modern customer journeys that react to customers in real-time Power analytics with customer data to get closer to true attribution In this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers.
Book Synopsis Customer Data and Privacy: The Insights You Need from Harvard Business Review by : Harvard Business Review
Download or read book Customer Data and Privacy: The Insights You Need from Harvard Business Review written by Harvard Business Review and published by Harvard Business Press. This book was released on 2020-09-22 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt: Collect data and build trust. With the rise of data science and machine learning, companies are awash in customer data and powerful new ways to gain insight from that data. But in the absence of regulation and clear guidelines from most federal or state governments, it's difficult for companies to understand what qualifies as reasonable use and then determine how to act in the best interest of their customers. How do they build, not erode, trust? Customer Data and Privacy: The Insights You Need from Harvard Business Review brings you today's most essential thinking on customer data and privacy to help you understand the tangled interdependencies and complexities of this evolving issue. The lessons in this book will help you develop strategies that allow your company to be a good steward, collecting, using, and storing customer data responsibly. Business is changing. Will you adapt or be left behind? Get up to speed and deepen your understanding of the topics that are shaping your company's future with the Insights You Need from Harvard Business Review series. Featuring HBR's smartest thinking on fast-moving issues—blockchain, cybersecurity, AI, and more—each book provides the foundational introduction and practical case studies your organization needs to compete today and collects the best research, interviews, and analysis to get it ready for tomorrow. You can't afford to ignore how these issues will transform the landscape of business and society. The Insights You Need series will help you grasp these critical ideas—and prepare you and your company for the future.
Book Synopsis How to Use Customer Data by : Sachiko Scheuing
Download or read book How to Use Customer Data written by Sachiko Scheuing and published by Kogan Page Publishers. This book was released on 2024-06-03 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers' privacy concerns with the latest innovations can be a complex challenge. When done right, data-driven marketing can build customer trust for sustainable long-term value. This is precisely where How to Use Customer Data comes in, by breaking down everything you need to know about this fast-moving field into one simple and easy to read guide. Designed specifically for marketing professionals, this guide explains the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on exactly what you need to know and do to be compliant whilst also looking at how using data well can improve the customer journey through personalization. Tackling all the hot issues of the moment, this book looks at how digitally mature marketers can work in compliance, how to use clean rooms and pseudonymization to promote trust and the impact AI could have, making it a must-read for all marketing professionals.
Book Synopsis Customer Data Platforms by : Martin Kihn
Download or read book Customer Data Platforms written by Martin Kihn and published by John Wiley & Sons. This book was released on 2020-12-15 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master the hottest technology around to drive marketing success Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: Understand the problems of managing customer data Understand what CDPs are and what they do (and don't do) Organize and harmonize customer data for use in marketing Build a safe, compliant first-party data asset that your brand can use as fuel Create a data-driven culture that puts customers at the center of everything you do Understand how to use AI and machine learning to drive the future of personalization Orchestrate modern customer journeys that react to customers in real-time Power analytics with customer data to get closer to true attribution In this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers.
Book Synopsis Customer Data Integration by : Jill Dyché
Download or read book Customer Data Integration written by Jill Dyché and published by John Wiley & Sons. This book was released on 2011-01-31 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Customers are the heart of any business. But we can't succeed if we develop only one talk addressed to the 'average customer.' Instead we must know each customer and build our individual engagements with that knowledge. If Customer Relationship Management (CRM) is going to work, it calls for skills in Customer Data Integration (CDI). This is the best book that I have seen on the subject. Jill Dyché is to be complimented for her thoroughness in interviewing executives and presenting CDI." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University "In this world of killer competition, hanging on to existing customers is critical to survival. Jill Dyché's new book makes that job a lot easier than it has been." -Jack Trout, author, Differentiate or Die "Jill and Evan have not only written the definitive work on Customer Data Integration, they've made the business case for it. This book offers sound advice to business people in search of innovative ways to bring data together about customers-their most important asset-while at the same time giving IT some practical tips for implementing CDI and MDM the right way." -Wayne Eckerson, The Data Warehousing Institute author of Performance Dashboards: Measuring, Monitoring, and Managing Your Business Whatever business you're in, you're ultimately in the customer business. No matter what your product, customers pay the bills. But the strategic importance of customer relationships hasn't brought companies much closer to a single, authoritative view of their customers. Written from both business and technicalperspectives, Customer Data Integration shows companies how to deliver an accurate, holistic, and long-term understanding of their customers through CDI.
Download or read book Connect written by Lars Birkholm Petersen and published by John Wiley & Sons. This book was released on 2014-09-15 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
Book Synopsis Big Data in Practice by : Bernard Marr
Download or read book Big Data in Practice written by Bernard Marr and published by John Wiley & Sons. This book was released on 2016-03-22 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: The best-selling author of Big Data is back, this time with a unique and in-depth insight into how specific companies use big data. Big data is on the tip of everyone's tongue. Everyone understands its power and importance, but many fail to grasp the actionable steps and resources required to utilise it effectively. This book fills the knowledge gap by showing how major companies are using big data every day, from an up-close, on-the-ground perspective. From technology, media and retail, to sport teams, government agencies and financial institutions, learn the actual strategies and processes being used to learn about customers, improve manufacturing, spur innovation, improve safety and so much more. Organised for easy dip-in navigation, each chapter follows the same structure to give you the information you need quickly. For each company profiled, learn what data was used, what problem it solved and the processes put it place to make it practical, as well as the technical details, challenges and lessons learned from each unique scenario. Learn how predictive analytics helps Amazon, Target, John Deere and Apple understand their customers Discover how big data is behind the success of Walmart, LinkedIn, Microsoft and more Learn how big data is changing medicine, law enforcement, hospitality, fashion, science and banking Develop your own big data strategy by accessing additional reading materials at the end of each chapter
Book Synopsis Predictive Marketing by : Omer Artun
Download or read book Predictive Marketing written by Omer Artun and published by John Wiley & Sons. This book was released on 2015-08-06 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.
Download or read book Consumer Insight written by Merlin Stone and published by Kogan Page Publishers. This book was released on 2004 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.
Download or read book In Data We Trust written by Lars Luck and published by A&C Black. This book was released on 2012-08-02 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is it really possible for credit card companies to predict a divorce long before the couple in question know the end is nigh? Absolutely. All the information the companies need is already at their fingertips. The days of marketing professionals relying on 'gut feeling' are long gone, and intelligently analysed data streams make forecasting customer behaviour straightforward. As businesses all over the world fight hard and long for customer spend, it's the ones who transform data into smart data that will win the day, as data-crunch pioneers such as Google, Amazon and WalMart have shown. Written by a team of experienced marketing experts this enlightening book describes the revolutionary change in the marketing environment in recent years, provides fascinating case studies and gives indispensable advice on smart use of customer data. It is an essential read not only for every marketing professional but everyone wondering what happens to their personal information once it's 'out there'.
Book Synopsis Drilling Down: Turning Customer Data into Profits with a Spreadsheet by : Jim Novo
Download or read book Drilling Down: Turning Customer Data into Profits with a Spreadsheet written by Jim Novo and published by BookLocker.com, Inc.. This book was released on 2004-06-18 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: I spend a lot of time in marketing-oriented discussion lists. If you do, you probably also sense the incredible frustration of people who keep asking about using their customer data to retain customers and increase profits. Everybody knows they should be doing it, but can't find out how to do it. Consultants and agencies make this process sound like some kind of "black magic", something you can't possibly do yourself. I disagree. I think the average business owner can do a perfectly decent job creating profiles and using them to retain customers and drive profits. Thus the book. The examples provided are Internet specific, but the methods can be used in any business where customer data is available. This book is about the down-and-dirty, nitty-gritty art of taking chunks of data generated by your customers and making sense of it, getting it to speak to you, creating insight into what types of marketing or general business actions you can take to make your business more profitable. We'll be talking about "action-oriented" ideas you can generate on your own to drive sales and profits, ideas that will reveal themselves by analyzing your own customer data, using only a spreadsheet. We have all heard how important it is to collect customer data, to "know" your customer. What I don't hear much about is what exactly you DO with all that data once you have collected it. How is it used? What exactly is Drilling Down into the data supposed to tell me, and what am I looking for when I get there? For that matter, what data should I be collecting and how will I use it when I have it? And how much is this process going to cost me? The following list outlines what you will learn and be able to do after reading the Drilling Down book: --What data is important to collect about a customer and what data is not --How to create action-oriented customer profiles with an Excel spreadsheet --How to use these profiles to plan marketing promotions --How to use these profiles to define the future value of your customers --How to use these profiles to measure the general health of your business --How to use these profiles to encourage customers to do what you want them to --How to predict when a customer is about to defect and leave you --How to increase your profits while decreasing your marketing costs --How to design high ROI (Return on Investment) marketing promotions How to blow away investors with predictions of the future profitability of your business Table of Contents Chapter 1: What's a Customer Profile? Chapter 2: Data-Driven Marketing - Customer Retention Basics Chapter 3: The Language of Data, The Science of Profit Chapter 4: Interactivity Changes the Rules of the Game Chapter 5: How to Build a Customer Profiling Spreadsheet Chapter 6: How to Profile (Score) Your Customers Chapter 7: Marketing Using Customer Scores - Basic Approach Chapter 8: Using Customer Characteristics and Multiple Scores Chapter 9: Watching Scores over Time - Customer LifeCycles Chapter 10: Customer Scoring Grids - Profiling on Steroids Chapter 11: Calculating and Using LifeTime Value in Promotions Chapter 12: Turning Profiles into Profits - the Staging Area Chapter 13: Turning Profiles into Profits - the Financial Model Chapter 14: Turning Profiles into Profits - Financial Tweaks Chapter 15: Measuring Success in Best Customer Promotions Chapter 16: Some Final Thoughts Seasonal Adjustments to Marketing Promotions Don't Fight Customer Behavior CRM Software and Customer Scoring Data-Driven Marketing Program Descriptions There's more! Automate the basic customer scoring process on large groups of customers. Use the software included free with this edition! Windows OS and MS Access and Excel required to run the software.
Book Synopsis 52 Things We Wish Someone Had Told Us about Customer Analytics by : Mike Sherman
Download or read book 52 Things We Wish Someone Had Told Us about Customer Analytics written by Mike Sherman and published by . This book was released on 2018-09-13 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: 52 Things We Wish Someone Had Told Us About Customer Analytics is for anyone who uses customer information to make business decisions: CMOs, CEOs, product owners and the people who provide that information, e.g. data scientists, market researchers, business analysts. By tying impact to tools and techniques, through real-life stories, we hope to help decision makers better understand how to use customer data while helping data analysis providers understand how to create output that end users will value.This book provides 52 real-life anecdotes that illustrate important learnings about customer analytics. It draws from the worlds of big data and customer insights. It is our contribution to help managers do a better job using customer analytics (what to do and what not to do) so that the analytics actually makes a difference.Books on customer analytics (data science, business analysis, market research, whatever you like to call it) primarily exist in two categories: as academic texts, which discuss theoretical approaches to data analysis problems; or as technical texts, which teach the statistics or computer programming required to conduct an analysis. As the focus of these books is on analysis tools and techniques, fictitious examples are often used to explain main topics. Our book fills in the missing gap between these approaches by providing real-life, practical stories, tying analysis directly to business value.---"Essential reading for those who want to cut through all the hype of big data. This book has practical advice on how to have real financial and business impact, from the experienced authors who have done this in real life."John ForsythFormer Principal (Partner), McKinsey, former Head, McKinsey's Global Customer Insights Practice---"Mike and Alex have delivered an entertaining and highly readable romp through many aspects of customer analysis-from qualitative focus groups through to terrabytes of big data; and utilizing many real-world examples to reinforce their points. They employ a relentless focus on the use of analysis to deliver meaningful and impactful business value ... and that should matter to you, too, whether you're the CEO, the product owner or a junior analyst delivering the work."George HaylettFormer Asia Analytics Head for Amex, Citibank and HSBC---"Significance. Reliability. Confidence. These and other such terms can be a mantra for both suppliers and buyers of data and analytics. Whether it be big data, qualitative research or something in between; sampling, statistics and "findings" are often the drivers of customer or business analytic exercises. But what about relevance? If the results cannot direct business decisions, what does it matter how "accurate" they are? Used correctly, such analytics are an enormously powerful driver of business performance and profitability. But only if the findings have business salience or business significance. Otherwise, aren't they just another type of BS? In this book, Mike and Alex Sherman lay out some wonderful examples of how the time and money spent on business analytics can transform decision-making or be a complete waste of time. It contains great lessons for buyers and users of such services. But I would also commend it to consultants and suppliers. We shouldn't need to sell what a computer can do with data. We should be promoting what humans and businesses can do by asking the right questions of the results."Adrian ChedoreFormer CEO of Synovate---"This book thoughtfully and practically reminds us that, as we continue to further automate consumer insight analytics efforts with the newest analytics and AI technology, human thinking and human understanding of the fundamental purpose of the analysis, and of the questions that are essential to understanding that purpose, becomes even more important."Professor Steven MillerVice Provost (Research), Singapore Management University
Book Synopsis Data Driven Marketing For Dummies by : David Semmelroth
Download or read book Data Driven Marketing For Dummies written by David Semmelroth and published by John Wiley & Sons. This book was released on 2013-09-20 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Embrace data and use it to sell and market your products Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently. Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you) Tips on using data to predict customer purchasing behavior based on past performance Using customer data and marketing analytics to predict when customers will purchase certain items Information on how data collected can help with merchandise planning Breaking down customers into segments for easier market targeting Building a 360 degree view of a customer base Data Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.
Book Synopsis The Journey Beyond Fear: Leverage the Three Pillars of Positivity to Build Your Success by : John Hagel III
Download or read book The Journey Beyond Fear: Leverage the Three Pillars of Positivity to Build Your Success written by John Hagel III and published by McGraw Hill Professional. This book was released on 2021-05-25 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conquer your fear, achieve your potential, and make a positive difference in the lives of everyone around you Whether you’re running a business, building a career, raising a family, or attending school, uncertainty has been the name of the game for years—and the feeling reached an all-time high when COVID-19 hit. Even the savviest, smartest, toughest people are understandably feeling enormous pressure and often feeling paralyzed by fear. The Journey Beyond Fear provides everything you need to identify your fears, face your fears, move beyond your fears—and cultivate emotions that motivate you to pursue valuable business opportunities, realize your full potential, and create opportunities that benefit all. Business strategy guru John Hagel provides an effective, easy-to-grasp three-step approach: Develop an inspiring long-term view of the opportunities ahead Cultivate your personal passion to motivate you and those around you Harness the potential of platforms to bring people together and scale impact at an accelerating rate Never underestimate the power of fear—and never underestimate your ability to conquer it. With The Journey Beyond Fear, you’ll learn how to move forward in spite of fear, take your career and life to the next level, improve your organization and your broader environment, and achieve more of your true potential.
Book Synopsis The Big Data-Driven Business by : Russell Glass
Download or read book The Big Data-Driven Business written by Russell Glass and published by John Wiley & Sons. This book was released on 2014-11-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.
Book Synopsis Building the Customer-Centric Enterprise by : Claudia Imhoff
Download or read book Building the Customer-Centric Enterprise written by Claudia Imhoff and published by Wiley. This book was released on 2001 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategies for leveraging information technologies to improve customer relationships With E-business comes the opportunity for companies to really get to know their customers--who they are and their buying patterns. Business managers need an integrated strategy that supports customers from the moment they enter the front door--or Web site--right through to fulfillment, support, and promotion of new products and services. Along the way, IT managers need an integrated set of technologies--from Web sites to databases and data mining tools--to make all of this work. This book shows both IT and business managers how to match business strategies to the technologies needed to make them work. Claudia Imhoff helped pioneer this set of technologies, called the Corporate Information Factory (CIF). She and her coauthors take readers step-by-step through the process of using the CIF for creating a customer-focused enterprise in which the end results are increased market share and improved customer satisfaction and retention. They show how the CIF can be used to ensure accuracy, identify customer needs, tailor promotions, and more.
Book Synopsis Database Marketing by : Robert C. Blattberg
Download or read book Database Marketing written by Robert C. Blattberg and published by Springer Science & Business Media. This book was released on 2010-02-26 with total page 875 pages. Available in PDF, EPUB and Kindle. Book excerpt: Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)
