Marketing Automation: Practical Steps to More Effective Direct MarketingISBN: 978-0-470-12542-7
Hardcover
368 pages
August 2007
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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Preface ix
Overview 1
Part 1 Marketing Financials
Chapter 1 Profit and Loss Fundamentals 7
Chapter 2 Profit and Loss Component Details 15
Chapter 3 Managing the P&L 29
Chapter 4 Measuring Marketing Effectiveness 41
Chapter 5 Measuring Return on Investment 51
Chapter 6 Marketing Financials 63
Chapter 7 Improving Response: Modeling and Analytics 79
Chapter 8 Creating a Marketing Financials Worksheet 87
Part 2 Marketing Automation
Chapter 9 Relevant Marketing Automation Information 103
Chapter 10 Financial and Marketing Information Integration 129
Chapter 11 Marketing Customer Information 137
Chapter 12 Data Acquisition, Storage, and Retrieval 149
Chapter 13 Data Warehouse Hardware and Software Configuration 173
Chapter 14 Making Information Useful: Access, Delivery, and Organization 183
Chapter 15 Information Map 205
Chapter 16 Using Information 229
Chapter 17 Response Testing 265
Chapter 18 Modeling 289
Part 3 Advanced Topics
Chapter 19 Optimizing Contact Strategy 299
Chapter 20 Strategic Marketing 313
Conclusion 325
Index 329
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