Optimal Database Marketing
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Optimal Database Marketing
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Author : Ronald G. Drozdenko
language : en
Publisher:
Release Date : 2002
Optimal Database Marketing written by Ronald G. Drozdenko and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Database marketing categories.
This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.
Optimal Database Marketing
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Author : Ronald G Drozdenko
language : en
Publisher: SAGE
Release Date : 2002-03-26
Optimal Database Marketing written by Ronald G Drozdenko and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-03-26 with Business & Economics categories.
This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.
Optimal Database Marketing
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Author : Ronald G Drozdenko
language : en
Publisher: SAGE Publications
Release Date : 2002-03-26
Optimal Database Marketing written by Ronald G Drozdenko and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-03-26 with Business & Economics categories.
"Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee "This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry. " - C. Samuel Craig, New York University, Stern School of Business "This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer" Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association "Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done!" - Patrick E. Kenny, Executive Vice President, Qiosk.com "This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area." - Naomi Bernstein, Vice President, BMG Direct "Ron Drozdenko and Perry Drake have written a guide to database marketing that is thorough and that covers the subject in considerable depth. It presents both the concepts underlying database marketing efforts and the all-important quantitative reasoning behind it. The material is accessible to students and practitioners alike and will be an important contribution to improved understanding of this important marketing discipline. " Mary Lou Roberts, Boston University and author of Direct Marketing Management "I think it is a terrific database marketing book, it′s got it all in clear and logical steps. The benefit to the marketing student and professional is that complex database concepts are carefully developed and thoroughly explained. This book is a must for all marketing managers in understanding database issues to successfully manage and structure marketing programs and achieve maximum results. " - Dante Cirille, DMEF Board Member and Retired President, Grolier Direct Marketing "An excellent book on the principles of Direct Marketing and utilization of the customer database to maximize profits. It is one of the best direct marketing books I have seen in years in that it is broad with specific examples. I am going to require new hires to read this (book) to get a better understanding of the techniques used in Database Marketing." - Peter Mueller, Assistant Vice President of Analysis, Scholastic, Grolier Division "This is an amazingly useful book for direct marketers on how to organize and analyze database information. It′s full of practical examples that make the technical material easy to understand and apply by yourself. I strongly recommend this book to direct and interactive marketers who want to be able to perform professional database analyses themselves, or be better equipped to review the work of analysts. " - Pierre A. Passavant, Professor of Direct Marketing, Mercy College and Past Director, Center for Direct Marketing, New York University "The most useful database marketing reference guide published today. The authors do an excellent job of laying out all the steps required to plan and implement an effective database marketing strategy in a clear and concise manner. A must have for academics, marketing managers and business executives." - Dave Heneberry, Director, Direct Marketing Certificate programs, Western Connecticut State University and Past Chair, Direct Marketing Association "This book is essential for all direct marketers. It serves as a great introduction to the technical and statistical side of database marketing. It provides the reader with enough information on database marketing and statistics to effectively apply the techniques discussed or manage others in the environment " - Richard Hochhauser, President, Harte-Hanks Direct Marketing Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more than 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research, and Consumer Behavior. He is collaborating with the Direct Marketing Education foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in model curriculum. Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing and research and development of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing, and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology, and the Academy of Marketing Sciences. He is also the co-inventor on three U.S. patents. Perry D. Drake has been involved in the direct marketing industry for nearly 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in response modeling, customer file segmentation, lifetime value analysis, customer profiling, database consulting, and market research. Prior to this, Perry worked for approximately 11 years in a variety of quantitative roles at The Reader′s Digest Association, most recently as the Director of Marketing Services. In addition to consulting, Perry has taught at New York University in the Direct Marketing Master′s Degree program since Fall, 1998, currently teaching "Statistics for Direct Marketers" and "Database Modeling." Perry was the recipient of the NYU Center for Direct and Interactive Marketing′s "1998-1999" Outstanding Master′s Faculty Award. Perry also lectures on testing and marketing financials for Western Connecticut State University′s Interactive Direct Marketing Certificate Program. Along with Ron, he is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursuing the area of interactive or direct marketing. Perry earned a Masters of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economics from the University of Missouri. The book evolved from an outlined developed by an advisory board of industry experts that was established by the Direct Marketing Educational Foundation. Contemporary direct marketing and e-commerce could not exist without marketing databases. Databases allow marketers to reach customers and cultivate relationships more effectively and efficiently. While databases provide a means to establish and enhance relationships, they can also be used incorrectly, inefficiently, and unethically. This book looks beyond the temptation of the quick sale to consider the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is not another book on the market today that reveals the level of detail regarding database marketing applications - the how′s, why′s and when′s. Features/Benefits: Draws on numerous examples from real businesses Includes applications to all direct marketing media including the Internet Describes in step-by-step detail how databases are developed, maintained, and mined Considers both business and social issues of marketing databases Contains a sample database allowing the reader to apply the mining techniques Offers access to comprehensive package of academic support materials
Database Marketing
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Author : Robert C. Blattberg
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-02-26
Database Marketing written by Robert C. Blattberg and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-26 with Business & Economics categories.
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of carefulscholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)
Perspectives On Promotion And Database Marketing
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Author : Robert C. Blattberg
language : en
Publisher: World Scientific
Release Date : 2010
Perspectives On Promotion And Database Marketing written by Robert C. Blattberg and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Pt. 1. Early Bob-- contributions to econometrics and marketing-- pt. 2. Statistical Bob-- contributions to statistical analysis in marketing -- pt. 3. Promotion Bob-- contributions to sales promotions -- pt. 4. Big Bob-- Contributions that were industry-changing
New Trends In Databases And Information Systems
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Author : Tatjana Welzer
language : en
Publisher: Springer Nature
Release Date : 2019-09-03
New Trends In Databases And Information Systems written by Tatjana Welzer and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-09-03 with Computers categories.
This book constitutes the thoroughly refereed short papers, workshops and doctoral consortium papers of the 23rd European Conference on Advances in Databases and Information Systems, ADBIS 2019, held in Bled, Slovenia, in September 2019. The 19 short research papers and the 5 doctoral consortium papers were carefully reviewed and selected from 103 submissions, and the 31 workshop papers were selected out of 67 submitted papers. The papers are organized in the following sections: Short Papers; Workshops Papers; Doctoral Consortium Papers; and cover a wide spectrum of topics related to database and information systems technologies for advanced applications.
Statistical Modeling And Analysis For Database Marketing
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Author : Bruce Ratner
language : en
Publisher: CRC Press
Release Date : 2003-05-28
Statistical Modeling And Analysis For Database Marketing written by Bruce Ratner and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-05-28 with Business & Economics categories.
Traditional statistical methods are limited in their ability to meet the modern challenge of mining large amounts of data. Data miners, analysts, and statisticians are searching for innovative new data mining techniques with greater predictive power, an attribute critical for reliable models and analyses. Statistical Modeling and Analysis fo
Customer Relationship Management
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Author : Francis Buttle
language : en
Publisher: Routledge
Release Date : 2009
Customer Relationship Management written by Francis Buttle and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Business & Economics categories.
This title presents an holistic view of CRM, arguing that its essence concerns basic business strategy - developing and maintaining long-term, mutually beneficial relationships with strategically significant customers - rather than the operational tools which achieve these aims.
Data Analytics For The Social Sciences
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Author : G. David Garson
language : en
Publisher: Routledge
Release Date : 2021-11-29
Data Analytics For The Social Sciences written by G. David Garson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-29 with Psychology categories.
Data Analytics for the Social Sciences is an introductory, graduate-level treatment of data analytics for social science. It features applications in the R language, arguably the fastest growing and leading statistical tool for researchers. The book starts with an ethics chapter on the uses and potential abuses of data analytics. Chapters 2 and 3 show how to implement a broad range of statistical procedures in R. Chapters 4 and 5 deal with regression and classification trees and with random forests. Chapter 6 deals with machine learning models and the "caret" package, which makes available to the researcher hundreds of models. Chapter 7 deals with neural network analysis, and Chapter 8 deals with network analysis and visualization of network data. A final chapter treats text analysis, including web scraping, comparative word frequency tables, word clouds, word maps, sentiment analysis, topic analysis, and more. All empirical chapters have two "Quick Start" exercises designed to allow quick immersion in chapter topics, followed by "In Depth" coverage. Data are available for all examples and runnable R code is provided in a "Command Summary". An appendix provides an extended tutorial on R and RStudio. Almost 30 online supplements provide information for the complete book, "books within the book" on a variety of topics, such as agent-based modeling. Rather than focusing on equations, derivations, and proofs, this book emphasizes hands-on obtaining of output for various social science models and how to interpret the output. It is suitable for all advanced level undergraduate and graduate students learning statistical data analysis.
New Fundamental Technologies In Data Mining
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Author : Kimito Funatsu
language : en
Publisher: BoD – Books on Demand
Release Date : 2011-01-21
New Fundamental Technologies In Data Mining written by Kimito Funatsu and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-21 with Computers categories.
The progress of data mining technology and large public popularity establish a need for a comprehensive text on the subject. The series of books entitled by "Data Mining" address the need by presenting in-depth description of novel mining algorithms and many useful applications. In addition to understanding each section deeply, the two books present useful hints and strategies to solving problems in the following chapters. The contributing authors have highlighted many future research directions that will foster multi-disciplinary collaborations and hence will lead to significant development in the field of data mining.