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Marketing Automation: Practical Steps to More Effective Direct Marketing 
Jeff LeSueur

ISBN: 978-0-470-12542-7 August 2007 368 Pages





In today's market, it takes more than good products and services to succeed.

Successful marketing requires more precise segmentation and more sophisticated communications with customers--the lifeblood of every business--than ever before. Expertly explaining the components of marketing automation and their application and benefit to the marketing process, Marketing Automation shows you how to develop more effective and targeted direct marketing campaigns, from the planning and execution of promotions to the complete leveraging of marketing to increase your profits.

Designed to get you quickly up to speed, you will discover:

How to evolve complex, yet agile, customer communication strategies

Ways to focus already limited marketing resources on the right opportunities

Advice on viewing, tracking, and measuring results

How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs

Straightforward and balanced, this essential guide presents a new and better way to strengthen your competitive position by using your precious customer data to increase your bottom line. Required reading for executives, marketing managers, and anyone needing to know the essentials of maximizing the profitability of every customer relationship for their business, Marketing Automation makes every marketing dollar count with a sound road map all executives can understand and follow.


Jeff LeSueur has a BA from Dartmouth College and an MBA from New York University. He has spent the last thirteen years in the advancement of marketing automation applications, as director of database marketing for BMG Direct and in marketing, research, and development for SAS Marketing Automation since joining SAS in 2000. His breadth of product-related experience enables him to understand how marketers can benefit most from marketing automation.





PART 1: Marketing Financials.

Chapter 1 Profit and Loss Fundamentals.

Chapter 2 Profit and Loss Component Details.

Chapter 3 Managing the P&L.

Chapter 4 Measuring Marketing Effectiveness.

Chapter 5 Measuring Return on Investment.

Chapter 6 Marketing Financials.

Chapter 7 Improving Response: Modeling and Analytics.

Chapter 8 Creating a Marketing Financials Worksheet.

PART 2: Marketing Automation.

Chapter 9 Relevant Marketing Automation Information.

Chapter 10 Financial and Marketing Information Integration.

Chapter 11 Marketing Customer Information.

Chapter 12 Data Acquisition, Storage, and Retrieval.

Chapter 13 Data Warehouse Hardware and Software Configuration.

Chapter 14 Making Information Useful: Access, Delivery, and Organization.

Chapter 15 Information Map.

Chapter 16 Using Information.

Chapter 17 Response Testing.

Chapter 18 Modeling.

PART 3: Advanced Topics.

Chapter 19 Optimizing Contact Strategy.

Chapter 20 Strategic Marketing.




Wiley and SAS Business Series