Introduction 1
Part I: Getting Started with Data Driven Marketing 5
Chapter 1: Data Driven Marketing 101: It's All About the Customer 7
Chapter 2: Communicating Directly with Your Customers 19
Chapter 3: The Forest for the Trees: Where Is the Customer in All That Data? 33
Chapter 4: Using and Managing Your Customer Contact Information 51
Chapter 5: Getting Your Message Out: Marketing Campaign Basics 61
Part II: Digging Deeper into Your Data: Analytics 71
Chapter 6: You're Going to Need a Geek: Introduction to Analyzing Data 73
Chapter 7: Birds of a Feather Buy Together: Segmenting Your Customers 89
Chapter 8: Getting the Most from Your Transaction Data 105
Chapter 9: The Good, the Bad, and the Ugly: Understanding Customer Profi tability 119
Part III: Putting Your Data to Work 129
Chapter 10: The Tactical Advantage: Designing Data Driven Marketing Campaigns 131
Chapter 11: From the Window to the Counter: Getting Shoppers to Buy 151
Chapter 12: Crafting Your Marketing Message 163
Chapter 13: Using Customer Data Online 175
Part IV: The Feedback Cycle: Learning from Experience 189
Chapter 14: Learning Curve: Setting Up a Testing Plan 191
Chapter 15: Getting to the Bottom Line: Tracking and Measuring Your Campaigns 207
Chapter 16: Putting Your Geek to Work: Analyzing Campaign Results 223
Chapter 17: Sharing Customer Data Throughout Your Enterprise 243
Part V: The Part of Tens 259
Chapter 18: Ten (or So) Ways to Capture Customer Data 261
Chapter 19: Ten Resources for Information and Assistance 269
Index 277
