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Benefits
of Attending the Course
At the end of the course the attendees will:
• Gain an understanding of key Database Marketing
Concepts like RFM, Life Time Value and Segmentation
• Understand how databases can be used to create
profitable, powerful customer communications
• Appreciate the economic value of improved targeting
through the use of Predictive Modeling
• Understand the principles of designing Database
Marketing experiments
• Understanding the dynamics of Customer Loyalty
throughout the Customer Life Cycle: Acquisition/Retention
and Cross-Sell programs
• Understand the principles of Customer Segmentation
• Appreciate a basic set of metrics for measuring
Database Marketing effectiveness
Course Content
• Database Marketing Concepts
• The Customer Life Cycle
• Customer Acquisition, Retention and Cross-Selling
programs
• Recency, Frequency and Monetary Value
• Life Time Value
• Response Attribution
• The importance of response deciles
• The basics of DBM financials-how these activities
create value
• Minimize expenses while maximizing program effectiveness
• Database Marketing Methodology
• Experimental design
• Target/Control Groups
• Introduction to predictive modelling to support
DBM
• Customer segmentation techniques
• Metrics for Database Marketing
Pre-requisites
None
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