ABSTRACT

While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.

chapter 1|1 pages

The Brave New World of Database Marketing

chapter 2|5 pages

Book Contents

chapter |2 pages

References

part |2 pages

Part I: Methods

chapter 2|25 pages

Textual Customer Data Handling for Quantitative Marketing Analytics

ByKristof Coussement, Koen W. De Bock

chapter 5|28 pages

Ensemble Learning in Database Marketing

ByKoen W. De Bock, Kristof Coussement

chapter 6|20 pages

Advanced Rule-based Learning: Active Learning, Rule Extraction, and Incorporating Domain Knowledge

ByThomas Verbraken, Véronique Van Vlasselaer, Wouter Verbeke, David Martens, Bart Baesens

part |2 pages

Part II: Applications

chapter 7|22 pages

Hybrid Models for Recommender Systems

ByAsim Ansari

chapter 8|20 pages

Marketing in the New Mobile Economy

ByAnindya Ghose, Sang-Pil Han

chapter 9|20 pages

Targeting Display Advertising

ByWendy W. Moe

chapter 10|18 pages

Paid Search Advertising

ByOliver J. Rutz, Randolph E. Bucklin

chapter 11|18 pages

Social Media Management

chapter 12|22 pages

Dynamic Customer Optimization Models

ByScott A. Neslin

chapter 13|16 pages

Direct Marketing in the Non-profit Sector

ByGriet Verhaert