About the Author

David Semmelroth has spent the last two decades working with data and training people to work with data. He has witnessed and participated in the development of increasingly sophisticated techniques to collect, manage, and use data to drive business results.

Though his career started in Information Technology, he quickly developed an interest in how data can be utilized in marketing applications. Early in his career, his interest in customer data and his ability to find ways to pry it from databases caught the interest of a couple of his colleagues in marketing. They facilitated his transition into the world of database marketing, and he never looked back.

David has worked for several large companies over the years. More recently he’s been doing consulting work related to customer databases and database marketing. His industry experience includes working with a variety of financial services companies, from insurance to retail banking. He also spent several years in the travel and entertainment industry.

Data Driven Marketing For Dummies is a natural extension of David’s interest and experience in teaching. He’s taught classes in statistics and mathematics at several colleges. And he’s designed and taught a variety of data-analysis–focused courses for database marketers.

David earned bachelor’s and master’s degrees in mathematics from the University of Michigan. He wears the title of geek proudly, though he also prides himself on being able to communicate effectively with both business and technical partners.

Dedication

For my parents, Carl and Sara.

Author’s Acknowledgments

I would like to thank my wife, Kelley. Her enthusiasm for this project has kept me going through my first attempt at writing a book. Her extensive marketing expertise hasn’t hurt either.

I owe a huge thank-you to all the brilliant people I’ve worked with over the years. Your diverse talents and perspectives have been both inspiring and instructive. This book would not have been possible without you.

In particular, I’d like to thank Tom Boyles. He helped get me started in the marketing business and has been a pillar of support for many years.

Chris Crayner has also been a great mentor, colleague, and friend during my career. Database marketing is a small world, and our paths seem to keep crossing in the most unlikely places. Most recently, he’s been instrumental in helping to edit this book.

Several people have been kind enough to share their time and insights on Internet and new media marketing. In particular, the team at Cramer-Krasselt was very generous. Julie Sheridan, Tim Mauery, Karen Glass, Christian Dodd, and Nick Papagiannis were also all quite generous in sharing their perspectives. My friend and colleague Carlos Figueroa was also kind enough to spend some time with me on this subject.

I would also like to thank my editor, Corbin Collins. His patience and encouragement, and perhaps most importantly his faith in me, have been critical to the successful completion of this project. Stacy Kennedy at Wiley also was critical in getting me up to speed on how to write a For Dummies book. I’d also like to thank my agent, Grace Freedson, who delivered this opportunity to me on a silver platter.

Publisher’s Acknowledgments

Acquisitions Editor: Stacy Kennedy

Editor: Corbin Collins

Technical Editor: Chris Crayner

Project Coordinator: Katie Crocker

Cover Image: © Zoonar RF/Getty Images