Can you have too much information? Only if you don’t know how to use it. Although many companies already use the Internet in tandem with their databases to gather information about their customers, marketers are only now beginning to grasp the powerful potential of Web-focused database marketing. Arthur M. Hughes is a pioneer in the field and his book is an essential database marketing resource. It clearly shows companies large and small how to use their databases to build relationships with their customers, and convert them into lifelong users of their products or services. It is necessarily technical at times, so a background in business is helpful in understanding all of the content. Yet, if the economics of database marketing make sense for your product or service – and Hughes will tell you if they do or not – getAbstract predicts that you will rely upon this book as a welcome guide.
In this summary, you will learn
- How to use your firm’s database to boost sales;
- How to gather, analyze and interpret raw data;
- How to use data to develop sales programs designed to foster customer loyalty;
- How to combine new Web technologies with your database marketing strategies; and
- How to test your programs and measure the results.
About the Author
Arthur M. Hughes is a pioneer in database marketing. His past clients include Compaq, Nestlé, US West, BMW and Universal Music. He is Executive Vice President of a database marketing company, ACS, Inc., and an economics professor at the University of Maryland.
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