Marketing automation : practical steps to more effective direct marketing - LeSueur, Jeff, 1956- (Hoboken, N.J. : John Wiley & Sons, 2007)
Profit and loss fundamentals -- Profit and loss component details -- Managing the P&L -- Measuring marketing effectiveness -- Measuring return on investment -- Marketing financials -- Improving response : modeling and analytics -- Creating a marketing financials worksheet -- Relevant marketing automation information -- Financial and marketing information integration -- Marketing customer information -- Data acquisition, storage, and retrieval -- Data warehouse hardware and software configuration -- Making information useful : access, delivery, and organization -- Information map -- Using information -- Response testing -- Modeling -- Optimizing contact strategy -- Strategic marketing.
Includes index.
1
Keywords: Direct marketing; Marketing -- Data processing