Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts. Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.In particular, Hughes explains:* What Lifetime Value (LTV) is, why it matters, and how to calculate it* The importance of testing programs and how best to go about it* Segmenting your customer base by loyalty and LTV* How tactics should differ for each segment* Practical tips for creating a successful database marketing campaign.Case studies and ROI numbers are used throughout the book. A must read for marketing proessionals.

One of the leading authorities in database marketing, and author of The Complete Database Marketer, has released the second edition of Strategic Database Marketing. There is a certain overlap between the two books, but whereas The Complete Database Marketer focusses on both the operational and strategic side of database marketing, this one goes much more in depth into developing database marketing strategies and the many tools you can use to develop your strategy (e.g. RFM, Lifetime Value, Profitability Segmenting, etc). This second edition also features some new material about the opportunities of the Internet, without becoming an e-commerce guide. Arthur has a very down-to-earth way of writing, which makes this both an educational and highly enjoyable work to read. He also illustrates his teachings with many real-life examples, complete with LTV analyses. Finally, there's an extensive glossary and guide on how to keep up with developments in the database marketing field in the back of the book. My only bit of criticism would be the quizes at the end of each chapter, which at times seem to ask about rather trivial facts, while some of the answers in the back of the book seem to be incorrect.Anyway, if there ever was a bible for database marketing, this is it ! An absolute must-have for database marketers and a fascinating read for marketers in general. Highly recommended !

Strategic Database Marketing is one of the most practical business books I have ever read. Arthur Hughes introduces the reader to such key database marketing concepts as Lifetime Value, ROI, RFM Analysis and Profitability. The author illustrates each concept with success stories, costly failures, and last but not least...numerical examples. This allows the reader to get a practical, actionable understanding of those concepts. Furthermore, Arthur Hughes empowers the reader by giving her the opportunity to test her understanding of the material. He does this by offering an "Executive Quiz" at the end of each chapter. To summarize, Strategic Database Marketing has effectively proven how to gain the most from your customer base, while satisfying their wants and needs.

I have also read 4 books on database marketing and this one is the best. It is practical and clear. I also recommend Hugh's website at www.dbmarketing.com.

For me, to find this book was like finding a gold mine. I felt quite frustrated when I discovered that lots of people talk about database marketing but I couldn't get the information how to get started. It seems like people working with database marketing aren't eager to share their knowledge. Or they just can't explain in an understandable way how it works or they don't know how (even if they say they do). This book tells you why, how, when, where to succed in database marketing - truly a bible for the believers. It's easy to understand for everyone without knowledge nor experience in database marketing. But it's also a book for the proffessionals in this field. I bet everyone will get helpful hints from the author and it's well invested money to buy it.