Title Details

Seán Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Seán was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Seán is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.

Foreword by Malcolm McDonald.

Acknowledgements.

Introduction.

Part I: The Decade of Customer Information Exploitation: 1990–2000.

Chapter 1: The Concept of Customer Intelligence: From Product to Customer.

Chapter 2: Achieving an Intelligence Capability: From Data to Knowledge.

Chapter 3: The Eclipse of Mass Marketing: From Many to One.

Chapter 4: Achieving Segmentation and Differentiation: From Fuzzy to Focused.

Part II: The Decade of Customer Information Exchange: 2000–2010.

Chapter 5: The Collapse of Time: From Lapsed to Real.

Chapter 6: Customer Privacy and Confidentiality: From Surveillance to Permission.

Chapter 7: Closing the Loop: From Monologue to Dialogue.

Chapter 8: The New Practice of Marketing: From Selling to Buying.

Notes.

Index.

"Kelly's elegant, jargon-free style and compelling arguments make the work read like a whodunnit..." (Journal of Direct, Data and Digital Marketing Practice, March 2006)

"...this book is indispensable" (The Marketer, April 2006)

"it should still prove equally inspiring [as his previous book, Data Warehousing]" (Information Age, April 2006)

 "...succeeds in crystallising a radical change in marketing...." (Journal of Direct Data & Digital Marketing Practise, June 2006)