Machine generated contents note: 1.The Informational Advantage -- The Age of Data -- The Believability Factor -- What is Knowledge? -- Knowledge as a Strategic Asset -- The Emerging Field of Database Analytics -- About This Book -- 2.The Marketing Database Analytics Process -- Approach and Philosophy -- The Marketing Database Analytics Process -- 3.Organizational Objectives and Informational Needs -- Organizational Goals -- Informational Objectives -- 4.Skills and Tools -- Skills and Tools -- Process Requirements -- 5.Analytic Planning -- Analytic Planning -- Planning Framework -- Mini-Case 5.1: Analytic Planning and Customer Loyalty Programs -- 6.Data Basics -- Data and Databases -- Databases in a Nutshell -- Data: Types -- Data: Contents -- It Is Not About the Digits -- Textual Information -- Single vs. Multi-Source Analytics -- Mini-Case 6.1: Multi-Source Analytics -- 7.Analytic File Creation -- Data Gathering -- Analytic Dataset Creation -- Metadata --

Contents note continued: Mini-Case 7.1: My Know-How and Your Data -- 8.Exploratory Data Analyses -- Initiating Data Analyses -- Database Analytics and Data Exploration -- The Exploratory Data Analysis Process -- Data Reduction -- Mini-Case 8.1: New Insights or Spurious Associations? -- 9.Segmentation -- Simple Yet Complex -- The Evaluation Process -- Loyalty Segmentation -- Mini-Case 9.1: Segmenting the Leisure Boating Market -- 10.Behavioral Predictions -- Behavioral Predictions and Decision Support -- Threat Anticipation -- Opportunity Identification -- Mini-Case 10.1: Consumer Coupons and Look-Alike Modeling -- 11.Action-Attributable Incrementality -- Incrementality Measurement -- Impact Assessment -- Action-Result Effect Estimation -- Profit Impact -- Mini-Case 11.1: Estimating the Efficacy of Wireless Carriers' Advertising -- 12.Database Scoring -- Model Calibration -- Database Scoring -- Mini-Case 12.1: Consumer Coupons and Look-Alike Modeling Scoring --

Contents note continued: 13.From Findings To Knowledge -- Knowledge Implementation -- Deployment -- Updating -- Mini-Case 13.1: Deploying Database Marketing as a New Customer Acquisition Tool -- 14.Organizational Knowledge Sharing -- Analytic Insights and Decisioning -- Dashboards and Scorecards -- Report Deployment: A Normative Framework -- Mini-Case 14.1: Communicating with Non-Technical Audiences -- 15.In Closing -- Sputnik and Internet -- The Semantic Web.