Part III

Putting Your Data to Work

Five Tactical Marketing Goals

Goal 1: Retain your existing customers.

Goal 2: Upsell recent purchasers.

Goal 3: Cross-sell recent purchasers.

Goal 4: Convert prospects and shoppers into purchasers.

Goal 5: Increase customer profitability.

Check out all the customer information you can harvest through web analytics in an online article at www.dummies.com/extras/datadrivenmarketing.

In this part . . .

Discover how to use data to cross-sell, upsell, and retain your existing customers.

Understand the importance of keeping prospects in your pipeline and discover methods of converting them into customers.

Check out the basics of developing marketing messages to maximize their power and efficiency.

Find out how to take advantage of online and mobile device data in your data driven marketing efforts.