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Database Marketing (U.S.)
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Description: The Database Marketing (U.S.) test measures your knowledge of database marketing, business problem-solving, and current industry trends. Designed for experienced marketing professionals, this test includes the following topics: Customer Management, Data Processing, Database Applications, Database Management, Database Marketing Basics, Lists, Strategy and Management, and Testing and Analysis.
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- Customer Management
- Contact Management
- CRM
- Loyalty Programs
- One to One Marketing
- Data Processing
- List Selection and Generation
- Merge Purge
- Personalization
- Postal Presorting
- Database Applications
- Customer Acquisition
- Customer Reactivation
- Customer Retention
- Reporting
- Tracking and Measurement
- Database Management
- Building the Database
- Data Capture
- Data Hygiene
- File Composition
- Flat File vs Relational Databases
- Normalization of Data
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- Database Marketing Basics
- B2B vs B2C
- Database Marketing vs Direct Marketing
- Database Marketing vs General Marketing
- Definitions
- Principles of Direct Marketing
- Lists
- Creating Customized Prospect Lists
- External or Rental Lists
- Internal House Lists
- Segmentation
- Strategy and Management
- DBM Culture
- Integrating Marketing Efforts
- Interactive Marketing - Web and E-mail
- Privacy Issues
- ROI
- Technology
- Testing and Analysis
- Data Mining
- Predictive Modelling
- Response Rates and Metrics
- RFM and LTV
- Selecting and Tracking Test Cells
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