Research Catalog

Title

The new direct marketing : how to implement a profit-driven database marketing strategy / David Shepard Associates, Inc. ; with individual contributions by Rajeev Batra [and others].

Publication

Burr Ridge, Ill. : Irwin Professional, [1995], ©1995.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Batra, Rajeev.
• David Shepard Associates.

Description

xiv, 493 pages : illustrations, map; 29 cm

Summary

• Now this best-selling guide to the art and science of database marketing has been extensively revised and updated. In no other single source can you find all the essential information you need to know about the technology behind database marketing; the fundamentals of targeting, modeling, and segmentation; the theory and economics of The New Direct Marketing; and the sources of data and database software.
• What's more, this new edition contains invaluable tips on how to use technology and targeting to acquire new customers, segment your customer database, retain existing customers, manage customer contacts, and increase your customers' lifetime value.
• You'll learn what results to expect once you move from the "old" direct marketing to the new, data driven, customer focused, new direct marketing. Equally important, you'll learn how to avoid the most common - and most costly - mistakes direct marketers make when building new database marketing systems.
• The New Direct Marketing, second edition, will teach you what you need to know about selecting outside vendors to build your marketing database; using internal data-processing resources; selecting the right statistical tools to analyze data and create market segments; predicting response rates, sales, retention, and lifetime value; and modeling the economic and financial implications of a profit-driven database marketing strategy.
• One glance at the expanded and updated table of contents for this second edition will demonstrate why The New Direct Marketing has become the indispensable handbook for direct marketing companies and users of direct marketing methods and why it will help you and your organization to become smarter, more efficient, and more effective marketers.
• This practical, step-by-step guide has been expanded to include the latest developments in client-server technology and decisions support systems. New modeling techniques, including the use of Exploratory Data Analysis, Principal Components Analysis, and Artificial Neural Networks, have been added to the chapters on statistical analysis that have become the "modeling bible" for literally thousands of direct marketers.

Subjects

• Database management
• Direct marketing > Statistical methods
• Direct marketing > Data processing
• Database marketing

Note

• Includes index.

Contents

Ch. 1. An Overview of the New Direct Marketing -- Ch. 2. Sources of Marketing Data -- Ch. 3. Buzzwords -- Ch. 4. Why Companies are Building Database Marketing Systems -- Ch. 5. What Do You Want the Database to Do? -- Ch. 6. Creating and Updating the Database -- Ch. 7. Hardware and Software Issues -- Ch. 8. Impact of New Computer Technology on Business -- Ch. 9. Configurations to Support Business Needs -- Ch. 10. The Basics of Statistical Analysis -- Ch. 11. Relationships Between Variables -- Ch. 12. Multiple Regression -- Ch. 13. Response Analysis -- Ch. 14. Segmentation Analysis -- Ch. 15. A Closer Look Back -- Ch. 16. Artificial Neural Networks -- Ch. 17. An Introduction to the Economics of the New Direct Marketing -- Ch. 18. Back to Basics: The Economics of Classical Direct Marketing -- Ch. 19. The Role of Modeling in the New Direct Marketing -- Ch. 20. Financial Models -- Appendix A: Lotus 1-2-3 Programs -- Appendix B: Vendors of Data and Computer Services.

ISBN

1556238096 (recycled paper)

LCCN

94001235

OCLC

• 29703927
• ocm29703927

Owning Institutions

Columbia University Libraries