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