This book explains the components of marketing automation and their application and benefit to the marketing process. The chapters are as follows: Part 1: Profit/Loss Fundamentals, (1) The P&L: Actual, Forecast, Plan, and Variance, (2) Measuring Return on Investment, (3) Investment Return and Marketing Investment Return, (4) Marketing Financials, (5) Creating a Marketing Financials Worksheet, Part 2: Marketing Automation Infrastructure, (6) Data Acquisition, Storage, and Retrieval, (7) Making Information Useful: Access, Delivery, and Organization, Part 3: Building Campaigns Using Information Response Testing Modeling, Part 4: Advanced Topics, (8) Strategic Contact Management, (9) Marketing Optimization, (10) Model Management, (11) Interaction Management, (12) Strategic Marketing, (13) Marketing Communications by Life Stage, (14) Implementation of Strategic Marketing, (15) Strategic Marketing Plan, (16) Strategic Marketing Execution, (17) Strategic Marketing Results.
Book Details:
- Author: Jeff LeSueur
- ISBN: 9780470125427
- Year Published: 2007
- Pages: 368
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
This book explains the components of marketing automation and their application and benefit to the marketing process. The chapters are as follows: Part 1: Profit/Loss Fundamentals, (1) The P&L: Actual, Forecast, Plan, and Variance, (2) Measuring Return on Investment, (3) Investment Return and Marketing Investment Return, (4) Marketing Financials, (5) Creating a Marketing Financials Worksheet, Part 2: Marketing Automation Infrastructure, (6) Data Acquisition, Storage, and Retrieval, (7) Making Information Useful: Access, Delivery, and Organization, Part 3: Building Campaigns Using Information Response Testing Modeling, Part 4: Advanced Topics, (8) Strategic Contact Management, (9) Marketing Optimization, (10) Model Management, (11) Interaction Management, (12) Strategic Marketing, (13) Marketing Communications by Life Stage, (14) Implementation of Strategic Marketing, (15) Strategic Marketing Plan, (16) Strategic Marketing Execution, (17) Strategic Marketing Results.
In today’s market, it takes more than good products and services to succeed. Successful marketing now requires more precise segmentation, and more frequent and sophisticated communications than ever before communications that involve multiple stages and span multiple channels, from radio and television to direct mail, e-mail, and the Web. To succeed in this environment, marketers must devise complex, yet agile, customer communication strategies. But many marketers are limited by marketing processes or technologies that hamper their ability to implement effective strategies and meet increasingly challenging objectives. Investing already limited marketing resources in the right opportunities depends on understanding and managing customer life cycles and profitability a process that includes viewing, tracking, and measuring results while developing an effective means of improving future campaigns. To truly maximize the profitability of every customer relationship, you need a marketing automation solution that supports your entire marketing team and provides improved efficiency and effectiveness at every stage of the marketing process from setting strategy to targeting opportunities, implementing campaign initiatives and measuring results. This book provides comprehensive data management, campaign management and advanced customer analytics with an emphasis on application.
SAS SERIES: SAS will promote the book on BetterManagement Live and at executive conferences and e-newsletters. PRACTICAL APPROACH: This book provides comprehensive data management, campaign management, and advanced customer analytics in one integrated, easy-to-use solution.
About the Author
Jeff LeSueur (Cary, NC) has spent the last 13 years in the advancement of marketing automation applications. He has been directly involved with most aspects of the SAS Marketing Automation product suite since he joined SAS Institute in 2000. He has served as a principal systems engineer (providing sales strategy and support in the field), a product manager (responsible for developing product requirements), and in research and development (providing ongoing research and testing support to developers). His breadth of product-related experience enables him to understand the inner workings of SAS Marketing Automation, as well as determine how customers will benefit most from the product suites features. Before joining SAS, Jeff earned a BA from Dartmouth College and an MBA in International Finance from New York University. As a Senior Director of Database Marketing with BMG Direct (the CD Music Club of Bertelsmann Music Group), he acquired extensive experience in developing customer life cycle database marketing initiatives, segmentation analysis, and test design. While at BMG, Jeff designed and implemented, with SAS and IBM, a customer-centric data warehouse containing 30 million customers and over 500 million sales transactions. The success of this effort has been recognized by APICS (Technology Partnership Award 2000) and DM Review (World Class CRM Solution Award 2001) for excellence in business technology applications.