Optimal database marketing: strategy, development, and data mining
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks u.a.
Sage Pub.
2002
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 383-385) and indexes |
| Beschreibung: | xxii, 398 p ill. : 26 cm |
| ISBN: | 0761923578 |
Internformat
MARC
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|---|---|---|---|
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| 100 | 1 | |a Drozdenko, Ronald G. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Optimal database marketing |b strategy, development, and data mining |c Ronald G. Drozdenko ; Perry D. Drake |
| 264 | 1 | |a Thousand Oaks u.a. |b Sage Pub. |c 2002 | |
| 300 | |a xxii, 398 p |b ill. : 26 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 383-385) and indexes | ||
| 650 | 4 | |a Bases de données - Marketing | |
| 650 | 4 | |a Commerce électronique | |
| 650 | 7 | |a Databanken |2 gtt | |
| 650 | 7 | |a E-commerce |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Marketing |2 larpcal | |
| 650 | 4 | |a Database marketing | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 0 | 7 | |a Database-Marketing |0 (DE-588)4263308-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Database-Marketing |0 (DE-588)4263308-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Drake, Perry D. |e Sonstige |4 oth | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009909220&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-009909220 | ||
Datensatz im Suchindex
| _version_ | 1804129352738144256 |
|---|---|
| adam_text | Contents Preface xv
Supplemental Material xvii
Acknowledgments xix
Foreword xxi
1. Introduction to Database Marketing Concepts 1
What Is a Marketing Database? 3
Trends Leading to the Use of Databases in Marketing 4
Market Segmentation 5
Emphasis on Service and CRM 6
Changes in Media 7
Changes in Distribution Structure and Power 8
Lifestyle and Demographic Trends 9
Accountability for Marketing Actions 10
Integration of Business Functions 11
Technological Advances 11
More Informed Customers 12
Database Marketing Versus Aggregate Marketing 13
Advantages of Database Marketing 15
Disadvantages of Database Marketing 16
Cost Issues 16
Global Markets 17
Competition From Traditional Retailer 17
Negative Perceptions 18
Framework for This Book 18
Chapter Summary 19
Review Questions 19
2. Stategic Database Development in the Marketing
Planning Process 21
Computerized Databases 23
Customer Databases Versus Other Marketing Databases 24
The Need for Strategie Planning 25
Developing a Systematic Plan for Using Marketing
Databases 26
The Marketing Planning Process and Database
Implementation 27
Situational Analysis 28
Establishing Marketing Objectives 29
Strategy Development 30
Strategy Development, Targeting, and Product
Positioning 32
Marketing Programs 33
Distribution 34
Promotion 34
Price 35
Product 35
Monitor and Control 36
Databases and the Planning Process 36
Chapter Summary 37
Review Questions 38
3. Defining Customer Data Requirements 39
Data Needs Determination 40
Fulfillment, Marketing, and Prospecting Databases 41
Data Residing on the Marketing Database 41
Internal or House Data 41
Fulfillment Data 43
Marketing Data 43
Customer Contact Data 44
External or Enhancement Data 45
Compiled List Data 45
Census Data 47
Modeled Data 49
Lists Versus Data 49
Applying and Using Enhancement Data 51
Chapter Summary 53
Review Questions 53
4. Database Maintenance and Coding 55
Standard Database Maintenance Routines 56
Deduping the Customer File 57
Householding the Customer File 58
Purging Old Customer Records 59
Changing Contact Information 59
Standardizing Addresses 61
Removing Names From Databases at Consumer Request 61
Identifying Customers With Match Coding 62
Merge/Purge Processing 64
Coding Source and Promotional Offers 65
Salting Files and Decoy Records 66
Identifying Credit Risks and Frauds 67
Field Updating Rules 67
Reporting Summary/Aggregate Level Information 68
Database Storage and Security 70
Database Maintenance Schedules 72
Some Technical Aspects of Database Maintenance 73
Chapter Summary 73
Review Questions 73
5. Basic Database Technology, Organizational
Considerations, and Database Planning 75
Computer Hardware and Software 77
Database Hardware 78
Midrange Computers 79
PCs 79
Hardware Decision Factors 80
Database Software 80
Database System Organization 83
Structured Databases 83
Relational Databases 85
Comparison of Structured and Relational Databases 85
Structured Query Language (SQL) and Data Analysis 85
Organizational Considerations in Technical Database Design 86
Outsourcing: The Process to Select a Database Provider 88
Phases of Database Development 91
Comments on Technological Development of the
Database 92
Chapter Summary 93
Review Questions 93
6. The Analysis Sample 95
How We Sample 96
Representative Samples 96
Random Samples 97
Sample Usage . 97
Creation of the Analysis Sample 98
Methods of Saving Point in Time Sample Data 100
Analysis and Validation Samples 101
Application of Analysis Findings 101
Chapter Summary 101
Review Questions 102
7. Analyzing and Manipulating Customer Data 103
Getting to Know Your Data 104
The Analysis 105
Univariate Tabulations 106
Cross Tabulations 111
Logic Counter Variables 113
Ratio Variables 116
Longitudinal Variables 117
Time Alignment of Key Events 119
Reducing the Amount of Customer Data to
a Manageable Set via Correlation Analysis 120
Statistical Background—Correlation Analysis 123
Chapter Summary 127
Review Questions 128
Notes 128
8. Segmenting the Customer Database 129
Defining Your Segmentation Objective 130
Segmentation Schemes 134
Segmentation for Promotional Product Offerings 134
Corporate Level Segmentation 134
Product Line Specific Segmentation 135
Segmentation for Life Stage Marketing and Research 136
Segmentation Techniques 138
Univariate and Cross Tabulation Analysis 138
Formal RFM Analysis 145
CHAID Analysis 148
Factor and Cluster Analysis 153
Factor Analysis 153
Cluster Analysis 158
Issues to Consider Regarding Segmentation
Implementation 163
Promotional Intensity 163
Too Many Products 164
Cannibalism 164
Overgeneralization 165
Ethical and Public Policy Issues 165
Chapter Summary 166
Review Questions 166
Note 167
9. An Introduction to Simple Linear Regression Modeling 169
The Simple Linear Regression Model 170
The Coefficient of Determination 174
Statistical Background—Simple Linear Regression Analysis 176
Chapter Summary 179
Review Questions 179
10. Multiple Regression Modeling 181
Defining Your Marketing Objective 182
Preparing the Data to Build the Multiple
Regression Model 184
The Multiple Regression Model 187
Model Interpretation 187
Assumptions of the Model 192
Multicollinearity 192
Other Properties 193
A Note on Modeling Binary Response Data 193
Regression Diagnostics 194
Examining the Model for Indications of
Multicollinearity 195
Examining the Model for Variable Significance 197
Multiple Logistic Regression Models 199
Sample Composition 200
Outside List Modeling Options 201
Response Models 202
Clone or Best Customer Models 202
Stepwise Regression Models 205
Neural Networks 206
Data Mining, Tools, and Software 207
Ensuring That Your Model Holds Up in Rollout 213
Chapter Summary 215
Review Questions 215
Notes 216
11. Gains Charts and Expected Profit Calculations 217
The Response Gains Chart 218
Options When Lacking Validation Samples 223
Historical Gains Falloff Chart 223
Bootstrapping 225
Expected Profit Calculations 226
Reconciling Gains 231
Chapter Summary 233
Review Questions 233
12. Strategic Reporting and Analysis 235
Key Active Customer Counts 236
List Vitality Customer Statistics 238
Key List Segment Counts and Statistics 238
Calculating LTV 239
LTV Methodologies 240
LTV Profiles 241
Actual and Aggregate LTV Calculations 243
Calculating the Discount Rate and NPV 244
Sample Types Used in LTV Calculations 247
Forecasting LTV 248
Impact Studies 248
Monitoring Promotional Intensity 249
Chapter Summary 250
Review Questions 250
13. Assessing Marketing Test Results 251
Confidence Interval Calculations 252
Confidence Interval Estimation for a Sample Mean 253
Confidence Interval Estimation for a Sample Proportion 256
Confidence Interval Estimation for the Difference
Between Two Sample Means 258
Confidence Interval Estimation for the Difference
Between Two Sample Proportions 260
Setting the Confidence Level 263
Single Sample Measures 264
Difference Between Two Sample Measures 264
Making a Business Decision Based on the
Confidence Interval 266
Single Sample Measures 266
Difference Between Two Sample Measures 267
Hypothesis Tests for Significance 268
Establishing the Hypothesis 269
Setting the Error Rate of the Hypothesis Test 269
Establishing the Direction of the Hypothesis Test 270
Hypothesis Test for the Difference Between
Two SampleMeans 270
Hypothesis Test for the Difference Between
Two Sample Proportions 275
Setting the Confidence Level of
Hypothesis Tests for Significance 279
Making a Business Decision Based on
Hypothesis Tests for Significance 279
P Value of the Hypothesis Test for Significance 279
Conducting Hypothesis Tests for Significance
Using Confidence Intervals 280
Gross Versus Net 281
Multiple Comparisons 281
Calculating Breakeven 282
Response Rate Required to Break Even 283
Increase in Response Rate Required to Break Even 283
Facts Regarding Confidence Intervals and
Hypothesis Test Results 284
Marketing Test Analysis Software 285
Chapter Summary 285
Review Questions 286
14. Planning and Designing Marketing Tests 287
Marketing Test Design Considerations 288
Rule 1: For Mailers, Include the Control Package
in the Test Plan 288
Rule 2: Reverse Test Package Changes 288
Rule 3: Test One Change at a Time 289
Rule 4: Test for Only Meaningful
Package Element Interactions 290
Rule 5: Define the Universe for Testing Carefully 291
Outside List Test Design Considerations 292
Sample Size Considerations 294
Sample Size Determination for a Sample Mean 295
Sample Size Determination for a Sample Proportion 298
Sample Size Determination for the
Difference Between Two Sample Proportions 301
Marketing Test Planning Software 304
Alternative Testing Approaches for
Small Direct Marketers 304
Chapter Summary 308
Review Questions 308
15. Marketing Databases and the Internet 309
Data base Integration 310
Growth in Internet Commerce 312
The Internet Versus Other Database Marketing Media 314
Limitations of Internet Marketing 317
Personalization: The Great Promise of the Internet 319
E Mail Marketing 321
E Mail Applications 321
E Mail Formats 322
Chapter Summary 324
Review Questions 325
16. Analyzing and Targeting Online Customers 327
Data Collected via the Internet 327
Registration Data 328
Behavior Data 330
Source Data 332
Understanding Internet Users and Online Buyers 332
Web Site Reporting 334
Driving Customers to Your Web Site 337
Targeting Online Customers 341
Conducting Marketing Tests in the
E Commerce World 345
Banner Ads 345
E Mail 347
Chapter Summary 348
Review Questions 348
17. Issues in the Marketing Environment and
Future Trends in Marketing Databases 349
The Global Business Environment 351
Social Concerns and Ethics in Database Marketing 357
Industry Organizations 360
Evolution and Trends in Database Marketing 362
Consumer Databases and the Internet 362
B to B Databases 364
Not for Profit Databases 364
Retailer Databases 365
Service Organization Databases 365
Chapter Summary 366
Review Questions 366
Glossary 369
Additional Readings in Database and Direct Marketing 381
References 383
Name Index 387
Subject Index 389
About the Authors 397
|
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| id | DE-604.BV014575828 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:03:47Z |
| institution | BVB |
| isbn | 0761923578 |
| language | English |
| lccn | 2001005596 |
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| physical | xxii, 398 p ill. : 26 cm |
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| spelling | Drozdenko, Ronald G. Verfasser aut Optimal database marketing strategy, development, and data mining Ronald G. Drozdenko ; Perry D. Drake Thousand Oaks u.a. Sage Pub. 2002 xxii, 398 p ill. : 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 383-385) and indexes Bases de données - Marketing Commerce électronique Databanken gtt E-commerce gtt Marketing gtt Marketing larpcal Database marketing Electronic commerce Database-Marketing (DE-588)4263308-4 gnd rswk-swf Database-Marketing (DE-588)4263308-4 s DE-604 Drake, Perry D. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009909220&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Drozdenko, Ronald G. Optimal database marketing strategy, development, and data mining Bases de données - Marketing Commerce électronique Databanken gtt E-commerce gtt Marketing gtt Marketing larpcal Database marketing Electronic commerce Database-Marketing (DE-588)4263308-4 gnd |
| subject_GND | (DE-588)4263308-4 |
| title | Optimal database marketing strategy, development, and data mining |
| title_auth | Optimal database marketing strategy, development, and data mining |
| title_exact_search | Optimal database marketing strategy, development, and data mining |
| title_full | Optimal database marketing strategy, development, and data mining Ronald G. Drozdenko ; Perry D. Drake |
| title_fullStr | Optimal database marketing strategy, development, and data mining Ronald G. Drozdenko ; Perry D. Drake |
| title_full_unstemmed | Optimal database marketing strategy, development, and data mining Ronald G. Drozdenko ; Perry D. Drake |
| title_short | Optimal database marketing |
| title_sort | optimal database marketing strategy development and data mining |
| title_sub | strategy, development, and data mining |
| topic | Bases de données - Marketing Commerce électronique Databanken gtt E-commerce gtt Marketing gtt Marketing larpcal Database marketing Electronic commerce Database-Marketing (DE-588)4263308-4 gnd |
| topic_facet | Bases de données - Marketing Commerce électronique Databanken E-commerce Marketing Database marketing Electronic commerce Database-Marketing |
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