Hillstrom’s Database Marketing: A Master’s Complete Method for Success by Kevin Hillstrom "Kevin Hillstrom is the CEO's database marketer. Whereas many database marketers obscure the key drivers of customer behavior behind arcane terminology and complex mathematics, Kevin gives access to the customer through plain-language, straightforward prose that is well-supported by both real-world and illustrative examples. When first practiced, database marketing could be relegated to the statistical back office. In today's digital, multi-channel environment, where the consumer's voice and intentions can be divined from a rich set of data and ongoing experimentation, every CEO needs to be a

well-versed database marketer or risk losing touch with her customers. Kevin Hillstrom delivers his work in a manner that is accessible to this CEO and the technical practitioner alike."

Clark Kokich, President
Avenue A | Razorfish

"Kevin is a pioneer in the field of database marketing. He has debunked the myth that database marketing is for PhD statisticians by providing straightforward, English-language explanations of how to apply database marketing techniques to business problems that drive customer and business insight. This book is a ‘must have’ for both marketing executives and practitioners."

Dave Johnson, Executive Vice President for Direct Marketing Companies
School Specialty, Inc.

"I have been fortunate to have worked with Kevin for over 10 years now, and always have been amazed at his ability to break down complicated marketing problems and develop understandable actionable solutions to these problems. Working with Kevin has been a high point for me, as I consider him to one of the most knowledgeable people in our industry when it comes to understanding the customer’s needs and wants, and in turn generating a very productive and profitable relationship with the customer."

Mike Hayden, Sr. Vice President, Brokerage
Millard Group, Inc.

"As marketing professionals, we are all faced with the need to exploit business opportunities or fix business problems within our organizations everyday. Much of what we do is a product of our individual experience or the collective experiences within our organizations at a particular point in time. In his new book, Kevin Hillstrom draws his own professional experiences to outline practical solutions that can positively impact your business today. This book contains a wealth of insight that is worth its weight in gold. Having personally worked with Kevin in the past, I would describe him as a unique individual whose real skill is the ability to simplify the complex. You must read this book."

Harry Egler, Vice President, Marketing,
Getty Images, Inc.

About the Author

Kevin Hillstrom is a database marketing executive with nearly two decades experience in statistical modeling, experimental design, customer segmentation, housefile planning and customer file forecasting, multi-channel customer migration, lifetime value and measurement of complex customer behavior. After earning a Bachelor's Degree in Statistics from the University of Wisconsin, Kevin has worked in the hybrid seed, catalog, specialty apparel, online advertising and retail industries. Kevin and his wife reside in the suburban Seattle area.

Direct Academy

Direct Academy publishes books destined to become classics on multi-channel marketing. The publishers are themselves highly-regarded advisors and consultants to CEOs and boards of direct and multi-channel marketing companies worldwide. The only authors and books chosen to be published are works by top-tier professionals who deliver the written equivalent of a high-level, successful consulting assignment.