The Customer Loyalty Solution : What Works (and What Doesnt) in Customer Loyalty Programs

Data, demographic vs. behavioral, 166

Data marts, 217

Data Mining Cookbook (Olivia Rud), 345

Data warehouses, 15, 216–218

Database cleanup, 215–216

Database marketing, xiv–xviii, 1–2

and benefit to customer, 2–3

BenefitMall example, 195–200

and catalogs, 271–272

changing approaches to, 4–6

by computer companies, 187–188

CRM vs., 23–24, 338–339

next best product identified with, 190–193

top ten prospects identified with, 188–190, 193–195

Database Marketing Institute, 106

Databases:

failure of, 15–17

types of, 13–15

D&B (see Dun & Bradstreet)

Dbmarketing.com, 106

Dealers, finding, 49–50

Decision support system, 240–241

Dell Computer, 7, 188, 205, 210, 254, 256–258, 268, 280

Deloitte & Touche, 80

Delta Airlines, 221

Demographic data, 166

Demographic information, 275

Dialog, 229

Digital Impact, 96

Direct Marketing Association, 119

Direct Marketing to Business, 344

Direct-mail response, Web response vs., 149–152

Direct-marketing promotions, 5

DirectTR@K, 197

Discount rate, 67, 72–73

Discounts, 47, 293–294, 340–341

Disney, 329

DM News, 344

Donnelly, 14, 308

DSW Shoe Warehouse, 225

Dun & Bradstreet (D&B), 5, 13, 188–189, 191, 194, 195, 200, 210–212, 227, 286, 295, 296, 298

Dun's Major Industry, 297, 298