Advanced Database Marketing

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Advanced Database Marketing On-Demand     Register    

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Overview

This course takes a deeper dive into the key principles of database marketing including: customer lifetime value, predictive modeling, customer segmentation, RFM segmentation (recency, frequency, monetary), database appending, and tests and controls. You'll get detailed instruction on effective use of database marketing in order to identify, profile, segment, target, and talk to your ideal audience.

Topics

  • Recency, Frequency, Monetary (RFM) analysis
  • Statistical modeling
  • Direct Marketing testing

Duration
Approximately 90 minutes - self paced

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RFM Analysis

  • How to Compute RFM (Recency, Frequency,Monetary) Analysis
  • When to Use RFM
  • RFM Code Construction
  • Nths
  • Break-even Response Rates
  • Optimum Test Size

Statistical Modeling

  • Steps to Begin Modeling
  • Modeling Using CHAID (Chi-square Automatic Interaction Detection)
  • Descriptive Modeling
  • Collaborative Filtering
  • Prizm Clarista Clusters

Direct Marketing Testing

  • Importance of Testing, Try to Beat Yesterday
  • A/B Splits
  • Half Life
  • How to Set Up Test Groups
  • Audience Analysis Tests
  • Testing Email Frequency
  • Testing Pitfalls
Instructor
Arthur Middleton Hughes

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Price
Member – $189
Non-member – $219

 
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