Optimal Database Marketing: Strategy, Development, and Data Mining Review

Optimal Database Marketing: Strategy, Development, and Data Mining
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Optimal Database Marketing: Strategy, Development, and Data Mining ReviewHaving read many books on database marketing, direct marketing, data mining & CRM as a consultant, I appreciate the story line approach heading up each chapter most. Many books fall prone to teaching "at you" rather than guiding the user along "through the experience of doing it".
A second critical factor to look for - once you've gotten through all the introductory books - is finding concrete info on how-to, best practices providing significant content and knowledge. This is the true value-add from the masters: learning is incremental and there must be true takeaways to get the 5 stars.
This said, the authors have made an extremely broad, detailed and well spun story out of a subject matter that can be to say the least, challenging... Moreover, the disciplines of customer analysis, database management & modeling, data mining, statistical analysis, marketing planning are all the focus of reengineering by many of today's major businesses.
Consequently, this book leads nicely and rather naturally into a major subject of the day for many IT & marketeers -- Analytical CRM. As such it is a must read for anyone interested in understanding how A-CRM works in many companies practicing DBM today.
A great next step would be to go from the marketing-IT function(-ing) to the broader enterprise, long-term (relational) infrastructure & practices preached by CRM. Show how the DBM process evolves in to and is transformed by meeting Customer Mgmt strategies. How would DBM work in a enterprise integration, near/real-time, customer interaction CRM initiative?
Finally, as an aside, in reviewing MANY course syllabi across the world in DM/DBM, I've OFTEN found this book as the course text if not mandatory-suggested reading.
I agree -- for all & anyone wanting a good complement to Shepard's seminal work - you can't do any better.
Buy it ! Good reading...Optimal Database Marketing: Strategy, Development, and Data Mining Overview

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