Arthur Hughes - Böcker

Use the latest digital technologies for lifelong customers and repeat sales

“Arthur Middleton Hughes is database marketing’s Great Explainer. He has a unique gift for taking complex subjects and breaking them down in ways people can easily understand. This is the most approachable book I have ever read on the subject.”—Ken Magill, Publisher, The Magill Report

“Strategic Database Marketing is a must-read for anyone in CRM or e-mail marketing. The Customer Lifetime Value information and formula is critical to utilize. Arthur’s information makes it easy to update with your e-mail metrics and improve KPIs to know the success of each marketing program.”—David Horwedel, eCRM Program Manager, Dell

“Arthur Hughes is truly a direct marketing database guru. This edition of Strategic Database Marketing [is a] must-read for any marketer in today’s ever-changing environment.”—Vicki Updike, President, Miles Kimball Company

“Strategic Database Marketing objectively challenges the very way we go about using our data and where we should be going in the future. It is an important, informative, and enjoyable read.”—Matt Edgar, Founder, Global Marketing Alliance and publisher of Direct Marketing International

“Strategic Database Marketing provides the fundamentals of consumer data management that every marketer should know. Arthur’s insight into utilizing e-mail and social media both as a data source and communication medium is key to creating the highly relevant and targeted messaging that today’s consumers demand.”—Angela Sanchez, Sr. Director of Marketing, Universal Music Group

“Arthur Hughes describes how smart marketers amass the mounds of valuable customer data accumulated by their company, find common characteristics among those individuals, and then suggest a product or service that customers will be eager to purchase−even before they know they want to buy it.”—Kathryn Kiritsis, Director Online Marketing, Avis Budget Group

“Read this book if you are looking to make sense of the complexities of database marketing in the digital world. Mr. Hughes has produced a tour de force.”—Steve Cobden, CMO, Thompson & Company of Tampa, Inc.

“I have learned so much from Arthur Hughes over the years! This book is no exception. He continues not only to address theory, but also offer practical, measurable application.”—Sue Coakley, Sr. Director, Customer Contact Strategy, Yahoo!

About the Book:

Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunities—and this thoroughly updated new edition has everything you need to seize them all.

Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.

Completely revised and updated, this new edition covers all the foundational database marketing principles and practices, including:

Lifetime value (LTV)Building profits with recency and frequencyThe off-e-mail sales multiplierCustomer and subscriber acquisitionMonetary (RFM) analysisExpanding retail store trafficCustomer segmentationAnalytics and modelingLoyalty marketingMeasuring the impact of social mediaTesting and control groupsBusiness-to-business database marketing

All quizzes, forms, strategies, charts, and graphs are available online for instant reference and downloads. The book also enables you to calculate the lifetime value of your subscribers and customers and sample online databases to quantify your efforts.

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 needed?

Strategic Database Marketing, Fourth Edition, is a one-stop resource for making the best possible use of database marketing to meet your strategic goals while keeping up with the changing nature of the market.

This book demonstrates the contribution that statistics can and should make to linguistic studies. The range of work to which statistical analysis is applicable is vast: including, for example, language acquisition, language variation and many aspects of applied linguistics. The authors give a wide variety of linguistic examples to demonstrate the use of statistics in summarising data in the most appropriate way, and then making helpful inferences from the processed information. The range of techniques introduced by the book will help the reader both to evaluate and make use of literature which employs statistical analysis, and to apply statistics in their own research. Each chapter gives step-by-step explanations of particular techniques using examples from a number of fields, and is followed by extensive exercises. The early part of the book provides a thorough grounding in probability and statistical inference, and then progresses through methods such as chi-squared and analysis of variance, to multivariate methods such as cluster analysis, principal components analysis and factor analysis. None of these techniques requires the reader to have a grasp of mathematics more complex than simple algebra. Students and researchers in many fields of linguistics will find this book an invaluable introduction to the use of statistics, and a practical text for the development of skills in the application of statistics.

This book demonstrates the contribution that statistics can and should make to linguistic studies. The range of work to which statistical analysis is applicable is vast: including, for example, language acquisition, language variation and many aspects of applied linguistics. The authors give a wide variety of linguistic examples to demonstrate the use of statistics in summarising data in the most appropriate way, and then making helpful inferences from the processed information. The range of techniques introduced by the book will help the reader both to evaluate and make use of literature which employs statistical analysis, and to apply statistics in their own research. Each chapter gives step-by-step explanations of particular techniques using examples from a number of fields, and is followed by extensive exercises. The early part of the book provides a thorough grounding in probability and statistical inference, and then progresses through methods such as chi-squared and analysis of variance, to multivariate methods such as cluster analysis, principal components analysis and factor analysis. None of these techniques requires the reader to have a grasp of mathematics more complex than simple algebra. Students and researchers in many fields of linguistics will find this book an invaluable introduction to the use of statistics, and a practical text for the development of skills in the application of statistics.

This second edition remains the most practical guide for teachers who want to have a better understanding of the role of testing in language teaching. It has a new chapter on testing young learners and expanded chapters on common test techniques and testing overall ability.

It combines theory and practical recommendations to help teachers understand the principles of testing and how they can be applied, supporting them to write better tests. The third edition has been extensively revised and updated to reflect developments in the field, while retaining the straightforward approach that made the earlier editions essential reading for trainee and experienced teachers alike. It features new content on technology, including computer adaptive testing and the use of automated scoring for all skills. It also includes an extended discussion of language testers' responsibilities and new chapters on non-testing methods of assessment.

English Accents and Dialects is an essential guide to contemporary social and regional varieties of English spoken in the British Isles today. Together with invaluable overviews of numerous regional accents and dialects, this fifth edition provides a detailed description of key features of Received Pronounciation (RP) as well as several major non-standard varieties of English.Key features:main regional differences are followed by a survey of speech in over 20 areas of the UK and Ireland, audio samples of which are available to download at www.routledge.com/cw/hughesrecent findings on London English, Aberdeen English and Liverpool Englishcontains new entries on Hull, Manchester, Carlisle, Middlesbrough, Southampton, London West Indian, Lancashire and the Shetlandsadditional exercises with answers online accompany the new varieties clear maps throughout for locating particular accents and dialects. This combination of reference manual and practical guide makes this fifth edition of English Accents and Dialects a highly useful resource providing a comprehensive and contemporary coverage of speech in the UK and Ireland today.

English Accents and Dialects is an essential guide to contemporary social and regional varieties of English spoken in the British Isles today. Together with invaluable overviews of numerous regional accents and dialects, this fifth edition provides a detailed description of key features of Received Pronounciation (RP) as well as several major non-standard varieties of English.Key features:main regional differences are followed by a survey of speech in over 20 areas of the UK and Ireland, audio samples of which are available to download at www.routledge.com/cw/hughesrecent findings on London English, Aberdeen English and Liverpool Englishcontains new entries on Hull, Manchester, Carlisle, Middlesbrough, Southampton, London West Indian, Lancashire and the Shetlandsadditional exercises with answers online accompany the new varieties clear maps throughout for locating particular accents and dialects. This combination of reference manual and practical guide makes this fifth edition of English Accents and Dialects a highly useful resource providing a comprehensive and contemporary coverage of speech in the UK and Ireland today.