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Acknowledgments
CHAPTER 1: A New Day Marketing
- The Roots of Event-Driven Marketing
- EDM and Direct Marketing: Important Distinctions
- EDM Prospecting
- Other EDM-related Concepts
- Segmentation: Old and New
- Taking the Event-Driven Approach
- Case 1 Birthday Clubs
CHAPTER 2: Customer-Related Terminology and Marketing Myopia
- Market Segmentation: From Old Economy to New?
- Put Down That Scatter Gun
- Viewing from the Customer’s Point of View
- “Stuff” and Self-Image
- Sales Funnel
- Regulars, Buyers, and Tryers
CHAPTER 3: The EDM Quadrant
- From Internal Planning to Customer-Oriented Supply
- Event-Driven Marketing: Choosing the Right Moment
- Key Roles in the Marketing Process
- The EDM Quadrant
- Time versus Predictability
- EDM in Mobile Telephony
- Events in Mobile Telephony
CHAPTER 4: Process Management and the Implementation of Event-Driven Marketing
- The Customer Comes First
- Marketing and IT Merge
- The FBC Formula: Faster, Better, Cheaper
- Keep IT Simple . . .
- The Customer: In the Driver’s Seat
- Campaign Management and the Event-Driven Marketing Cycle
- EDM Execution
- The Impact of EDM Execution
- Case 2: Folksam’s Moving Birds
- Case 3: Product-Phase Event-Driven Contact Strategies
CHAPTER 5: Loyalty Versus Retention
- The Goal of Marketing
- The Focus of Marketing
- Loyal People Don’t Exist, So Neither Do Loyal Customers
- Loyalty and Switching Costs
- What Is Churn, and What Is Its Significance?
- Loyalty Versus Retention
- Don’t Give the Customer a Reason to Leave
- Loyalty and Branding
- Organizing a Customer Retention Strategy
- Survival of the Fittest
CHAPTER 6: Customer Value and Profitability
- The Elements of Customer Value: Acquisition, Development, and Retention
- Five Methods for Calculating Profitability
- Technical Terms
- Method 1: Understanding Break-Even
- Method 2: Understanding Profitability by Campaign
- Method 3: Understanding Profitability of Multistep Campaigns
- Method 4: Understanding Lifetime Value
- Discussion
- Method 5: Understanding Payback Period
- Case 4: EDM in Fast-Moving Consumer Goods and Baby Care
- Case 5: Event-Driven Marketing for Premium Pet Food
CHAPTER 7: CRM, Databases, and Marketing Information
- Data Warehouses
- Logic, Matching, and Understanding
- Harmonizing Supply and Demand
- Information Versus Data
- Useless Information
- Database Marketing and Data Mining
- Analyzing Data
- Analysis: From Theory to Practice
- Database Analysis Techniques
- Formulating Analytical Objectives
- Case 6: Developing an Event-Driven Marketing Program
CHAPTER 8: EDM and Legislation in the European Union
- Introduction: Local Regulations
- Universal Principles: Transparency and Confidence
- European Directive Unification
- EDM and Awareness
- Legal Information Requirements under the Data Protection Directive
- Absolute Right to Object
- Transborder Flow of Personal Data within the European Union
- Establishment of the Controller
- Transfer of Personal Data to Countries Outside the European Union
- Legal Information Requirements under the E-communications & Privacy Directive
- Use of Electronic Messages for Commercial Communication
- Channel Management: A Legal Necessity
- Channel Management Matrix
- Legal Information Requirements under the Distance Selling Directive
- EDM-related Directive: the Unfair Commercial Practices Directive
- Development: Event-Forbidden Marketing
- Transborder Event-Driven Marketing: Good Taste and Decency
- Conclusion
- Forthcoming Event: Revisions and Discussions
- The History of Legislation for Direct Marketing
CHAPTER 9: EDM and Legislation in the United States
- Introduction
- US and European Law Briefly Compared
- Industry and Media-Specific Legislation
- Consumer Credit Information
- Information Notices by Financial Institutions
- Protected Health Information
- Media Channels
- Telephone, Mobile, SMS, Fax
- Email
- Direct Mail
- Enforcement and Conclusion
Appendix 1 Tips and Checklists
Appendix 2 ROI Case Studies
Appendix 3 Lists of Exhibits
Index
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