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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program 3rd Edition

4.7 out of 5 stars 20 customer reviews
ISBN-13: 978-0071457507
ISBN-10: 007145750X
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Editorial Reviews

From the Back Cover

"Arthur Hughes is one of the pioneers of modern database marketing. His new book, Strategic Database Marketing, Third Edition, contains the wisdom of twenty years of database marketing experience from scores of companies throughout the US. I can heartily endorse Arthur's book for anyone who wants to know the state of the art in database marketing today."
--Lester Wunderman, Chairman and Founder, Wunderman Advertising.

"Arthur Hughes has written an encyclopedic overview of database marketing concepts and applications. This is the book you want your whole team to read and heed ... and your competitors to never discover."
--Bill Williams, President and CEO, Harry and David

"Strategic Database Marketing is required reading for all of our employees. From Arthur's book, we've learned how to evaluate customers and how to communicate with them in a way that is relevant to their specific needs. Arthur's book compels people to act, and to become better marketers."
--Chris Baggott, Cofounder and CMO, ExactTarget

Techniques for linking database marketing with Internet technologies--for lifetime customer retention and repeat sales

Your customers want to hear from you, but not with unfocused and misdirected sales pitches. They want meaningful, personalized communications offering products and services that will provide them with the greatest value.

Strategic Database Marketing, Third Edition, shows you how to integrate the customer information you currently have with powerful Web-based tools to communicate more effectively with your most valued customers and create an invincible marketing machine. This marketing classic, instrumental in launching and shaping the database marketing industry, is now comprehensively revised and updated to include:

  • New details on fast-changing Web technologies and marketing
  • Entirely new chapters on customer segmentation, modeling and acquisition
  • Dozens of new case studies
  • In-depth discussion of prospect databases

The personal customer information stored in your company's database files provides you with a unique and valuable competitive advantage. But are you using that information productively? Is your data difficult if not impossible for frontline employees to access when they need it?

Strategic Database Marketing, Third Edition, details the latest web-focused strategies for unleashing the power in your company's customer database and turning it into a sales-building weapon. Using dozens of updated case studies from Travelers Insurance, Hallmark, Caterpillar, and other global marketers, database marketing pioneer Arthur Hughes hones the concepts and hands-on strategies in his bestselling guide to provide you with:

  • A step-by-step primer for computing Lifetime Value (LTV) for each of your customers, with specific techniques for making LTV an integral part of your strategic planning
  • Methods for using Recency, Frequency, and Monetary (RFM) analysis to gain invaluable behavioral insights about your customers
  • Guidelines for establishing a risk revenue matrix for identifying valuable customers in danger of leaving
  • Control group strategies to ensure that your marketing initiatives are working to provide significant Return on Investment (ROI)
  • Predictive modeling techniques that can show you which customers or prospects are most likely to be loyal buyers
  • Customer acquisition methods using direct mail, reverse telephone number appends, and more
  • Strategies for making your Web site as useful and informative as a live operator by replacing costly call center inquiries with virtually free Web inquiries
  • Automated trawling techniques that instantly communicate with customers regarding unique events, from birthdays and anniversaries to unusually large transactions
  • Proven database marketing methods retailers can implement to gain advantage from the Internet

The Internet has impacted virtually every aspect of the global business arena, none more than marketing and customer communications. Strategic Database Marketing reveals what frontline marketers are doing to seamlessly integrate Web technologies into their database marketing programs, and what you can do starting now to provide your best customers with recognition, service, friendship, and information--for which they will reward you with loyalty, reduced attrition, and dramatically improved sales and profits.

About the Author

Arthur Middleton Hughes is one of the acknowledged pioneers in database marketing with more than twenty five years of experience designing and building marketing databases for such companies as Compaq, Western Union, Nestle, US West, BMW, and Universal Music. Hughes is the vice president/solutions architect of KnowledgeBase Marketing, a subsidiary of Young & Rubicam. Along with frequent articles in leading industry publications, he wrote The Complete Database Marketer and The Customer Loyalty Solution. Hughes is a popular speaker at marketing and economics conferences throughout the world. He and his wife Helena live in Fort Lauderdale Florida, where he can be reached at Arthur.hughes@kbm1.com.


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Product Details

  • Hardcover: 388 pages
  • Publisher: McGraw-Hill; 3 edition (August 26, 2005)
  • Language: English
  • ISBN-10: 007145750X
  • ISBN-13: 978-0071457507
  • Product Dimensions: 6.5 x 1.4 x 9.3 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #470,603 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By E. Sander on April 4, 2001
Format: Hardcover Verified Purchase
One of the leading authorities in database marketing, and author of The Complete Database Marketer, has released the second edition of Strategic Database Marketing. There is a certain overlap between the two books, but whereas The Complete Database Marketer focusses on both the operational and strategic side of database marketing, this one goes much more in depth into developing database marketing strategies and the many tools you can use to develop your strategy (e.g. RFM, Lifetime Value, Profitability Segmenting, etc). This second edition also features some new material about the opportunities of the Internet, without becoming an e-commerce guide. Arthur has a very down-to-earth way of writing, which makes this both an educational and highly enjoyable work to read. He also illustrates his teachings with many real-life examples, complete with LTV analyses. Finally, there's an extensive glossary and guide on how to keep up with developments in the database marketing field in the back of the book. My only bit of criticism would be the quizes at the end of each chapter, which at times seem to ask about rather trivial facts, while some of the answers in the back of the book seem to be incorrect.
Anyway, if there ever was a bible for database marketing, this is it ! An absolute must-have for database marketers and a fascinating read for marketers in general. Highly recommended !
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Format: Hardcover
I have also read 4 books on database marketing and this one is the best. It is practical and clear. I also recommend Hugh's website at [...]
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Format: Hardcover
Strategic Database Marketing is one of the most practical business books I have ever read. Arthur Hughes introduces the reader to such key database marketing concepts as Lifetime Value, ROI, RFM Analysis and Profitability. The author illustrates each concept with success stories, costly failures, and last but not least...numerical examples. This allows the reader to get a practical, actionable understanding of those concepts. Furthermore, Arthur Hughes empowers the reader by giving her the opportunity to test her understanding of the material. He does this by offering an "Executive Quiz" at the end of each chapter. To summarize, Strategic Database Marketing has effectively proven how to gain the most from your customer base, while satisfying their wants and needs.
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Format: Hardcover
For me, to find this book was like finding a gold mine. I felt quite frustrated when I discovered that lots of people talk about database marketing but I couldn't get the information how to get started. It seems like people working with database marketing aren't eager to share their knowledge. Or they just can't explain in an understandable way how it works or they don't know how (even if they say they do). This book tells you why, how, when, where to succed in database marketing - truly a bible for the believers. It's easy to understand for everyone without knowledge nor experience in database marketing. But it's also a book for the proffessionals in this field. I bet everyone will get helpful hints from the author and it's well invested money to buy it.
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Format: Hardcover
I have only been in the direct/database marketing field for a relatively brief time. However, I have already read many recent and highly acclaimed books on the two subjects. Although I rate these books from fair to excellent, none of them compares to this outstanding guide and reference by Mr. Hughes. The coverage of RFM, Recency, Frequency, and Monetary, and LTV, lifetime value, analyses are undoubtedly the best I have read in any magazine or book, with the exception of Mr. Hughes's other writings.

I would highly recommend this book to any direct/database marketing professional. I can't wait for the next edition.
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Format: Hardcover
For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.

It's a straight-forward introductory text that covers many aspects of direct marketing - mostly from an old-economy point of view. The good thing about this approach is that Hughes explains many procedures in detail that have proved to be useful over many years of practice (as he lets the reader know on many occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.

Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer.
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