1Chapter 1 Why has Analytics missed the mark?
42Quick Recap
21.1 Why has Analytics missed the mark?
43Questionnaire: References
31.2 Davenport’s Five-Stage Analytics Maturity Model
44Chapter 6 Integration Between E-mail, CRM, Google, and Social
41.3 Davenport’s DELTA Model
456.1 Three Major Issues in Today’s E-mail Marketing
51.4 The Gartner Continuum Model
466.2 Unifying Email Database with CRM Database
61.5 Wayne Eckerson’s Analytics Maturity Model
476.3 Automating Triggered Email: Enjoying the Financial Benefits of Email Automation
71.6 Challenges and Opportunities
486.4 Personalising Bulk Email
81.7 The ALADA Model
496.5 Testing, Testing, Testing
9Quick Recap
506.6 Uploading Email List to Google AdWords
10Questionnaire: References
516.7 Importing Email Lists Into Facebook
11Chapter 2 Developing Actionable Segmentation
526.8 Starting a Cross-Departmental Team
122.1 Introduction
536.9 Embracing New Technologies
132.2 Why Segmentation Failed?
54Quick Recap
142.3 Levels of Segmentation
55Questionnaire: References
152.4 Applications of Segmentation
56Chapter 7 How to Revamp Your Underperforming Loyalty Program
162.5 Market Segmentation
577.1 What is Loyalty Marketing?
17Quick Recap
587.2 What Is a Customer Loyalty Program?
18Questionnaire: References
597.3 How to Revamp Your Underperforming Loyalty Program
19Chapter 3 Gaining deeper insights into customers
60Quick Recap
203.1 The First Tool
61Questionnaire: References
213.2 The Second Tool
62Chapter 8 Customer Lifetime Value Demystified
223.3 The Third Tool
638.1 Why Is CLTV So Confusing?
233.4 The Fourth Tool
648.2 How to Calculate ACLTV?
24Quick Recap
658.3 Applications of ACLTV
25Questionnaire: References
668.4 How ECLTV is calculated
26Chapter 4 How the 541-Rule Has Changed the Game of Direct Mail
678.5 Applications of Individual ECLTV
274.1 Direct Mail Has Hit a Bottleneck
68Quick Recap
284.2 Introducing the 541-Rule for Direct Mail
69Questionnaire: References
294.3 Five Levels of Direct Mail List Selection
70Chapter 9 Measuring Success With MMM, MTA, and Promotional Lift
304.4 Personalization
719.1 The First Attribution Tool
314.5 Individual-Level Personalization
729.2 The Second Attribution Tool
324.6 Testing
739.3 The Third Attribution Tool
334.7 Why Should You Try the 541-Rule
749.4 Acquisition Versus Retention
34Quick Recap
759.5 Pros and Cons of MMM or MTA
35Questionnaire: References
769.6 MMM and Incrementality
36Chapter 5 How to Make Catalog Profitable in the Digital Age
779.7 Airbridge
375.1 Why Is the Print Catalogue Struggling?
78Quick Recap
385.2 Should You Eliminate Print Catalogues?
79Questionnaire
395.3 Mu’s Seven-Step Catalog Value Evaluation System
80References
405.4 How to Make Catalogues Profitable Again in the Digital Age
81Glossary
415.5 Mu’s 541-Rule for Catalogues
82Index
