Table of contents for

Follow That Customer!

by Egbert Jan van Bel, Ed Sander and Alan Weber

• Acknowledgments
• Preface
• Introduction

• 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

• About the Authors