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Table of contents for

The Business of Database Marketing

by Richard N. Tooker

  • Foreword by Arthur Middleton Hughes
  • Preface
  • Section I—Fundamentals

    • CHAPTER 1 The Early Days
      • The Beginning of Database Marketing
      • Enter PCs
      • Open Systems and ASPs
      • The Rise of CRM

    • CHAPTER 2 Understanding Marketing Databases
      • Flat Files
      • The Relational Database Model
      • Indexing
      • Bit Mapping
      • Inverted Files

    • CHAPTER 3 Do You Need a Marketing Database?
      • Setting Criteria
      • Benefits of a Marketing Database
      • Automated Merge/Purge
      • Automated Data Hygiene
      • Automated Data Enhancement
      • Frequent Updating
      • Increased Marketing Velocity
      • Better Selectivity and Segmentation
      • Campaign Automation
      • Event Triggers
      • Implementation of Business Rules
      • Automated Scoring
      • Management of Contact Frequency
      • Contact History
      • Results Tracking and Reporting
      • Data Mining
      • Reduced Demands on IT
      • Simplified Vendor Management

    • CHAPTER 4 Database Marketing or CRM?
      • The Development of the Continuum
      • CRM and the Customer Experience
      • Why Database Marketing Matters
      • The Three Phases of CRM

    • CHAPTER 5 In-House or Outsource?
      • Security Issues
      • Reasons to Outsource
      • Database Marketing Experience
      • Cost
      • Timely Completion
      • Security
      • A Security Checklist

  • Section II — Making It Work

    • CHAPTER 6 Covering the Bases
      • Database Marketing Readiness Assessment
      • Involving Stakeholders
      • Orgaizational Experience
      • Reporting
      • Segmentation for Communication
      • Technology Requirements
      • Products and Priorities
      • Creating Compelling Offers
      • Convergence
      • Database Creation and Management
      • Aggregating Information
      • Data Organization
      • Identifying User Needs
      • Prospects in Your Database
      • Data Enhancements
      • Data Hygiene
      • Householding
      • Update Frequency
      • Campaign Development and Execution
      • Strategies for Segmentation
      • Testing and Measurement
      • Campaigns
      • Continuity Communications
      • Response Management
      • Response Handling
      • Tracking the Process
      • Modeling and Analytics

    • CHAPTER 7 Making the Investment
      • The Three Stages of Database Marketing
      • Buying the Technology
      • An Alternate Approach
      • Enterprise Systems</</li>li>
      • Return on Investment
      • Cost/Benefit

    • CHAPTER 8 Writing and Issuing RFPs
      • Problems with RFPs: From the Client’s Point of View
      • Problems with RFPs: From the Vendor’s Point of View
      • Problems with RFPs: On Both Sides of the Desk
      • Doing It Right

    • CHAPTER 9 Data Hygiene
      • Typical Problems with Data
      • The Limitations of NCOA

    • CHAPTER 10 Populating and Enhancing your Database
      • Customers
      • Data Elements: Relevant and Irrelevant
      • Making “Appends”: Testing Outside Lists

    • CHAPTER 11 Generating and Managing Leads
      • Leads and Prospects
      • Lists
      • Distributing Leads

    • CHAPTER 12 Response Management
      • Understanding How Sales Are Made
      • The Challenges of Prospecting and Lead Follow-up

    • CHAPTER 13 Tests, Measurement, Analytics, and ROI
      • Testing
      • RFM
      • Profiling
      • Modeling
      • Segmentation and Clustering
      • Assumption Marketing
      • Enterprise-Wide Control Groups
      • Measuring ROI
      • The “Magic Number” in Retention Measurement
      • Cost-Justifying a Launch

    • CHAPTER 14 37 Best Practices
      • Technology
      • Right-Size the Technology Investment
      • Connect with Your CSRs
      • If You’re Outsourcing, Personally Visit the Data Center
      • Database Management
      • Seek Out Axes to Grind
      • Include Prospects
      • Be Realistic about What Data You Need
      • Rank Responses
      • Manage Response Management
      • Analytics
      • Create an Enterprise-Wide Control Group
      • Set up ROI Measures in Advance
      • Find and Exploit Nuggets
      • Provide an Information Flow
      • Creative
      • Test for Breakthroughs, Not Nuances
      • Connect Analysts to Creatives
      • Get Past the Corporate Gatekeepers
      • Remember “WIIFM”
      • Turn Statistics into Key Selling Propositions
      • Contact Strategy
      • Sense and Respond
      • Cross-Sell in Sequence
      • Differentiate Yourself with Top-Tier Customers
      • Include “Soft Touch” Communications
      • Survey Customers
      • Surprise and Delight
      • Key Communications to Relationship Phases
      • Talk to the People Who Talk to the People
      • Make Your Offers Relevant
      • Fish Where the Fish Are
      • Segment by Market
      • Develop a Process for Strategic Planning and Stick to It
      • Resell Former Customers
      • Let the Customer Choose the Channel
      • Offer a Web Response Option
      • Use Microsites
      • Drive Selection with Modeling and Segmentation
      • Test Timing
      • Pick the Right Person
      • Call Yourself up Some Time

    • CHAPTER 15 The Role of the Internet
      • Why the Internet Matters
      • Uses of the Internet for Database Marketers
      • Providing Information
      • Testing
      • Taking Applications
      • Generating Leads
      • Distributing Leads
      • Direct Sales
      • Advertising
      • Offer an Internet Response Option
      • Use Microsites
      • Offer an Ongoing Information Flow
      • Field Sales Management
      • Recruiting
      • Customer Service
      • Establishing Community
      • Creating “Buzz”
      • Innovating an Entire Business Model

    • CHAPTER 16 The Next Big Thing
      • The Power of Databases Marketing
      • Direct Mail List Acquisition
      • Duplication
      • The Effect of Business Silos
      • Timing Problems
      • Will It Work For You?
      • Getting It Done

    • CHAPTER 17 The View from Both Sides of the Desk
      • Relationship Tips for Clients
      • Attention From Senior Management
      • Working With Your Account Team
      • Relationship Tips for Vendors
      • Quarterly Business Reviews
      • Put It In Writing
      • Add Value
      • Stay In Touch

  • Section III—Wrapping Up

    • CHAPTER 18 The Ten Great Myths
      • The Future is 1:1
      • Technology Drives the Process
      • Database Marketing Transcends Brand
      • CRM Will Replace Database Marketing
      • Prospect Databases Can’t Be Made to Work Economically
      • Consumer Data and Data Hygiene Are Commodities
      • Effective Analytics Can Be Automated
      • More Personalization Is Better
      • The Future Is Online
      • RFPs Are Required to Buy Marketing Services

    • CHAPTER 19 Is the Sky Really Falling?
      • Privacy
      • Data Handling
      • Do Not Call
      • Overmailing/Overselling/Overmarketing

    • CHAPTER 20 A Final Review: Major Dos and Don’ts
      • Database Creation and Management
      • Analytics
      • Contact and Relationship Management Strategies
      • The Internet

  • Glossary of Buzzwords

  • Index
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