Follow That Customer!

For as long as there has been commerce, sellers have tried to predict what people, and their customers in particular, wanted to buy. In the nineteenth century there were direct mailers, followed by the database and CRM revolutions. This book is about the next revolution. Event-driven marketing (EDM) adds the important dimension of the right time. Marketers now have the ability to make the right offer to the right customer at the right time-at exactly the moment that customer develops a need for your product or service. The result is the same as each of the preceding revolutions: increased response and conversion rates and improved profitability of marketing investments. Follow That Customer! is the first complete handbook of EDM. It covers everything from theory to process management to profitability calculations, database analyses, and legislation. It also has seven real-world cases that bring EDM concepts to life.

Egbert Jan van Bel started as a database marketer during the 1980s, introducing software to market leadership in Europe. He started his own company in 1989, helping businesses with customer-centric marketing. He has written six books on aspects of marketing, CRM, and communications. Ed Sander has been a database marketing, online marketing, and CRM marketing specialist in a wide variety of industries. He has published in various trade journals and has been a guest lecturer in a broad range of venues. Alan Weber is president of the Data to Strategy Group, a firm specializing in using a company's existing customer data to drive their marketing strategy. He is author of Data-Driven Business Models (Racom) and co-author of Desktop Database Marketing (NTC). His articles have been published in various magazines. He teaches marketing at University of Missouri/Kansas City and the University of Kansas, and he has trained direct marketers across North and South America.