Chapter 4 Direct & Database Foundations
This chapter covers the following objectives:
* Explain the ways in which the Internet is a direct response medium
* Distinguish between acquisition, conversion and retention strategies
* Identify the elements of a direct response marketing strategy
* Explain the concepts of offer, customer lifetime value and testing
* Explain the role of customer database in the development and execution of Internet marketing programs
* Describe a data warehouse and how is it used by marketers
* Define data mining and explain why it is important in making marketing decisions
* Discuss how strategies can become more customer focused by using information-driven marketing