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Introduction to Database Marketing
Figure I-1: What Works and What Doesn’t Work
Chapter 1: How Database Marketing Works
Figure 1-1: Profits by Customer Segment
Figure 1-2: Operational and Marketing Databases
Chapter 2: The Mirage of CRM
Figure 2-1: Reichheld 5 Percent Retention Gains
Source:
Frederick Reichheld,
The Loyalty Effect
(Boston: Harvard Business School Press, 1996), p. 36.
Chapter 3: Selling on the Web
Figure 3-1: Use of Web Certificates
Figure 3-2: Finding a Dealer
Chapter 4: Computing Lifetime Value
Figure 4-1: Gain in Retention Rate
Chapter 5: The Value of a Name
Figure 5-1: Viral Marketing
Figure 5-2: Viral Email Dispatch
Chapter 6: The Power of Communications
Figure 6-1: RFM Break-Even Chart
Figure 6-2: Lucinda Williams Landing Page
Figure 6-3: Focus Group Page
Figure 6-4: Reward for Survey
Figure 6-5: Survey
Figure 6-6: Concert Tickets Email
Figure 6-7: Online Campaign Reports
Figure 6-8: Email Sample 1
Figure 6-9: Email Sample 2
Figure 6-10: Email Sample 3
Figure 6-11: Web Site for Designing Your Web Address
Figure 6-12: Text of Valentine’s Day Email
Chapter 7: Customer Response
Figure 7-1: Sample Microsite
Figure 7-2: Customer Service Link through the Web
Chapter 8: Marketing to Customer Segments
Figure 8-1: iDine
Figure 8-2: Currently Registered HV Customers by Start Date and Program Area
Figure 8-3: Sales Rates for the House List Calendar Mailing
Chapter 9: Helping Business Customers to Become Profitable
Figure 9-1: Dun & Bradstreet Data
Figure 9-2: BenefitMall Web Site
Figure 9-3: Postcard Direct
Figure 9-4: Order Form for Postcard Direct
Figure 9-5: Postcard Order Details
Figure 9-6: Vendor-Managed Inventory
Chapter 10: Customer Management
Figure 10-1: iMarket Prospect Segmentation System
Figure 10-2: Team Performance in Conversion to Multibuyers
Figure 10-3: Club Performance in Conversion to Multibuyers
Chapter 11: Letting Them Come behind the Counter
Figure 11-1: Profitability
Figure 11-2: Elimination of the CSR. (
a
) Current system. (
b
) New system.
Figure 11-3: One-Click Ordering
Figure 11-4: The Boeing Global Airline Inventory Network
Chapter 12: Can Database Marketing Work for Catalogers?
Figure 12-1: Lands’ End Live. Lands’ End, Inc. Used with permission.
Figure 12-2: My Virtual Model. Lands’ End, Inc. Used with permission.
Figure 12-3: My Personal Shopper. Lands’ End, Inc. Used with permission.
Chapter 14: Profile Marketing
Figure 14-1: Profile by Age Range
Figure 14-2: Actual Age Range of Customers
Figure 14-3: Income Ranges
Figure 14-4: Profile by Gender
Figure 14-5: Disney Survey
Figure 14-6: Macy’s Survey
Figure 14-7: Reasons to Fill Out the Macy’s Survey
Figure 14-8:
New York Times
Survey
Figure 14-9: Web Quiz
Figure 14-10: Results of the Quiz
Figure 14-11: The Fix for Your Problems
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The Customer Loyalty Solution : What Works (and What Doesnt) in Customer Loyalty Programs
ISBN: 0071363661
EAN: 2147483647
Year: 2002
Pages: 226
Authors:
Arthur Middleton Hughes
BUY ON AMAZON
Cisco IOS in a Nutshell (In a Nutshell (OReilly))
Naming and Numbering Interfaces
Token Ring Interfaces
BGP Confederacies
Sample Legacy DDR Configurations
Multilink PPP
C & Data Structures (Charles River Media Computer Engineering)
Address and Pointers
Structures
Files
Problems in Strings
Problems in Graphs
Information Dashboard Design: The Effective Visual Communication of Data
Variations in Dashboard Uses and Data
Exceeding the Boundaries of a Single Screen
Effective Dashboard Display Media
Designing Dashboards for Usability
Design for Use as a Launch Pad
Ruby Cookbook (Cookbooks (OReilly))
Numbers
Writing Block Methods That Classify or Collect
Delegating Method Calls to Another Object
Representing Data as MIDI Music
A Real-World HTTP Client
Visual Studio Tools for Office(c) Using C# with Excel, Word, Outlook, and InfoPath
Properties, Methods, and Events
Conclusion
Working with Outlook Objects
Another Technique for Creating Data-Bound Spreadsheets
VSTO Prerequisites
.NET System Management Services
.NET Framework and Windows Management Instrumentation
Using the System.Management Namespace
Querying WMI
Instrumenting .NET Applications with WMI
The WMI Schema
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