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Northern Illinois University

College of Business - NIU

Executive Education

Contact:
Debra Zahay
Acxiom Corporation Professor
Interactive Marketing
Phone Number: 815-753-6215
Fax Number: 815-753-6014
Email: Debra Zahay

Audience: Executives and managers and line employees in marketing, sales, customer service and production, any industry seeking to utilize the power of direct and interactive marketing.
Format: Sample programs below can be half-day or full-day programs and a longer course can be developed using these or other topics
Objective: Help companies focus their interactive and direct marketing efforts, set their priorities, achieve their ROI


Module 1:
Overview of Direct and Interactive Marketing
  • Why direct marketing
  • Interactive marketing--beyond the web
  • The Interactive Marketing process
  • Strategic fit
  • Legal issues
Module 2:
Database Marketing
  • Building a marketing database
  • B2B vs. B2C
  • Building in metrics
  • Profiling and segmentation, RFM
  • Data mining techniques: Clustering, segmentation, advanced techniques
Module 3:
CRM
  • CRM defined
  • When to move into CRM, a managerial blueprint
  • Relationship marketing
  • Implementing interactive marketing while maintaining good relationships with distributors, agents
Module 4:
Electronic Promotion/Search Strategy
  • Electronic promotion vs. traditional media
  • Integrating electronic promotion with traditional promotional channels
  • Designing the objectives of an e-promotion campaign
  • Email marketing, response rates, design
  • Search, paid and non-paid
Module 5:
Measurement
  • ROI of direct and interactive programs
  • Share of wallet, lifetime value, retention rate
  • Electronic marketing metrics
  • Designing programs across sales channels, measuring results
Module 6:
Custom Cases and exercises
  • Who is doing interactive marketing well in your industry?
  • How can you learn from them?
  • How can you do it better?
  • Examples and cases can be tailored as appropriate

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