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Database Marketing Foundations

Video Introducing this tutorial

Introduction

Welcome
What you should know before watching this course

1. Introduction to Database Marketing

What is database marketing?
Email marketing tools
Using a data management platform (DMP)
Budget allocation for database marketing
Database analysis and customer insights

2. Database Marketing Strategy

Growing an internal database
Tapping into external database sources
CRM and customer retention
Segmentation and personalization
Implementing personalization and recommendation

3. Legal and Other Issues in Database Marketing

Permission marketing: Issues with cookies and opt-in notifications
Laws, regulations, and issues in the US
Laws, regulations, and issues in the EU
List hygiene: Maintaining data quality

4. Case Study and Implementation

Case study

Conclusion

Next steps