Use the latest digital technologies for lifelong
customers and repeat sales
"Arthur Middleton Hughes is database marketing's Great
Explainer. He has a unique gift for taking complex subjects and
breaking them down in ways people can easily understand. This is
the most approachable book I have ever read on the subject."
-Ken Magill, Publisher, The Magill
"Strategic Database Marketing is a must-read for anyone
in CRM or e-mail marketing. The Customer Lifetime Value information
and formula is critical to utilize. Arthur's information makes it
easy to update with your e-mail metrics and improve KPIs to know
the success of each marketing program."
-David Horwedel, eCRM Program Manager, Dell
"Arthur Hughes is truly a direct marketing database guru. This
edition of Strategic Database Marketing [is a] must-read
for any marketer in today's ever-changing environment."
-Vicki Updike, President, Miles Kimball
"Strategic Database Marketing objectively challenges
the very way we go about using our data and where we should be
going in the future. It is an important, informative, and enjoyable
-Matt Edgar, Founder, Global Marketing Alliance and
publisher of Direct Marketing International
"Strategic Database Marketing provides the fundamentals
of consumer data management that every marketer should know.
Arthur's insight into utilizing e-mail and social media both as a
data source and communication medium is key to creating the highly
relevant and targeted messaging that today's consumers
-Angela Sanchez, Sr. Director of Marketing, Universal Music
"Arthur Hughes describes how smart marketers amass the mounds of
valuable customer data accumulated by their company, find common
characteristics among those individuals, and then suggest a product
or service that customers will be eager to purchase−even before
they know they want to buy it."
-Kathryn Kiritsis, Director Online Marketing, Avis Budget
"Read this book if you are looking to make sense of the
complexities of database marketing in the digital world. Mr. Hughes
has produced a tour de force."
-Steve Cobden, CMO, Thompson & Company of Tampa,
"I have learned so much from Arthur Hughes over the years! This
book is no exception. He continues not only to address theory, but
also offer practical, measurable application."
-Sue Coakley, Sr. Director, Customer Contact Strategy,
About the Book:
Since the previous edition of Strategic Database
Marketing was published in 2006, digital tools like Google,
e-mail, mobile devices, and social networking sites have completely
changed the game. Customer outreach knows no boundaries, program
management is more complex, and smart use of databases is
absolutely critical to success. With these new challenges, though,
come great opportunities-and this thoroughly updated new edition
has everything you need to seize them all.
Retaining all the tips, tactics, and strategies that have made
Strategic Database Marketing the go-to resource for
marketers who take their craft seriously, this classic guide gives
you the most current tools and techniques for gathering and
measuring metrics and making accurate predictions with them.
Completely revised and updated, this new edition covers all the
foundational database marketing principles and practices,
- Lifetime value (LTV)
- Building profits with recency and frequency
- The off-e-mail sales multiplier
- Customer and subscriber acquisition
- Monetary (RFM) analysis
- Expanding retail store traffic
- Customer segmentation
- Analytics and modeling
- Loyalty marketing
- Measuring the impact of social media
- Testing and control groups
- Business-to-business database marketing
All quizzes, forms, strategies, charts, and graphs are available
online for instant reference and downloads. The book also enables
you to calculate the lifetime value of your subscribers and
customers and sample online databases to quantify your efforts.
The personal customer information stored in your company's
database files provides you with a unique and valuable competitive
advantage. But are you using that information productively? Is your
data difficult if not impossible for frontline employees to access
Strategic Database Marketing, Fourth Edition, is a
one-stop resource for making the best possible use of database
marketing to meet your strategic goals while keeping up with the
changing nature of the market.