Database Marketing Online Seminar

Database Marketing: An Introduction and Strategic Overview

• What is database marketing? How is it different from direct marketing and CRM?
• What are the key benefits?
• Is database marketing likely to succeed in your industry?
• What are the key phases of database marketing?

The Role of Strategy and Planning

• Conduct situation analysis including resource assessment and market factors
• Set quantifiable marketing objectives
• Develop long-term strategy for reaching the marketing objectives
• Establish marketing programs for pricing, promotion, product and placement
• Create methods to test, track, and compare performance to objectives

Building the Foundation: A Marketing Database

• Test your knowledge: What are the different types of marketing databases?
• What are the key components of a marketing database?
• Learn about the different types of available data and sources
• Know the sources of data that can enhance your marketing database
• Clearing up confusion about Customer Data Integration (CDI)
• Define and explain the importance of CDI
• Understand the value of data marts
• Find out the key processes in database development
• Learn about key considerations in building marketing database capabilities
• Management decisions such as in-house vs. outsourcing
• Technical issues such as database models, application software, and platform choices
• Eye-opening examples

Tapping into the Database with Effective Reporting, Profiling and Business Intelligence

• The role of business intelligence in database marketing
• Test your knowledge: What is the difference between reports, queries, OLAP, BI, dashboards and “What If” scenarios
• Everyday applications of profiling
• Understand the building block: Recency, Frequency, Monetary Analysis (RFM)

Mining the Database with Advanced Analytics

• Overview
• What is data mining?
• What are the most frequently used data mining techniques?
• Test your Knowledge: Statistical vs. Artificial Intelligence Techniques
• How others are applying data mining to solve problems

• Using Predictive Modeling to Enhance Targeted Marketing
• Basic principles of predictive modeling
• Most frequently used types of models
• Key steps in model development
• What marketers need to know about modeling
• Comparison of modeling techniques and which to use when: Regression vs. Neural Networks
• Compute the ROI on a predictive model
• Everyday applications of predictive modeling

• Learning Classification Techniques to Leverage Marketing Opportunities
• A simple way to think about classification and CHAID
• Compare CHAID to regression-based approaches
• Examples and applications

• Applying Segmentation for Enhancing Relevance and Personalization
• Basic concepts and types of segmentation
• What are the different types of segmentation
• What and why do marketers segment?
• Why do marketers segment?
• How to create segments using Cluster Analysis
• The role of the marketer in developing a segmentation scheme
• Real world applications: Strategic customer segmentation using Cluster Analysis

• Using Association and Sequences for Optimizing Bundles, Offers and Placement
• Basic concepts underlying Association and Sequence Analysis
• Frequently used applications: Market basket analysis/product affinity analysis
• The most important things to understand about product affinity analysis
• How measuring product affinity can pay off later
• Real-life success stories

• Leveraging Customer Lifetime Value for Driving Strategic Decisions
• What the fuss about Customer Lifetime Value is all about?
• How do you estimate it?
• Understand the different types of Customer Lifetime Value – before you jump in
• Improve your decision-making using Customer Lifetime Value
• Make accurate predictions about business growth
• How to apply Customer Lifetime Value in your business?
• Examples and applications

Managing Campaigns and Contact Strategies

• What you may not understand about contact strategy
• Why segment, target and manage contact strategies?
• Multi-step targeting: Making it work
• Multi-channel integration: The wave of the future
• The secrets of contact strategy optimization
• Steps to effective campaign management

The Internet and Database Marketing

• The role of the internet in database marketing
• The relationship between the internet and other database marketing media
• The promise of personalization
• What types of data can be collected from the Web?

Putting It All Together

Dive deep into effective database marketing: The benefits, costs, trends, issues, and success factors