Behavioral marketing : delivering personalized experiences at scale /

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"This book focuses on fixing marketers' highly inefficient processes and spotty results and describes how to be more "revenue predictable". The book explains the key principles of behavioral marketing, which include: customer journey mapping, channel-level planning, data capture...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Walters, Dave, 1968-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, NJ : Wiley, 2015.
Temas:
Internet marketing.
Customer relations.
Consumers' preferences.
Marketing sur Internet.
Consommateurs > Préférences.
BUSINESS & ECONOMICS > Marketing > General.
Consumers' preferences
Customer relations
Internet marketing
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • Behavioral Marketing: Delivering Personalized Experiences at Scale
  • Contents
  • Foreword
  • Acknowledgments
  • The Behavioral Marketing Manifesto
  • Part One: Getting Started With Behavioral Marketing
  • Chapter 1: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All
  • Dave Who?
  • Why Behavioral Marketing?
  • Definitions We Should Cover Upfront
  • Behavioral Marketing Campaigns You've Seen in Everyday Life
  • Relevance Trumps Privacy under 35-Every. Single. Time.
  • Conclusion
  • Chapter 2: Where Are You on the Behavioral Marketing Spectrum?
  • Defining Your Now
  • Tackling Channels One at a Time
  • Building Your Behavioral Marketing Quotient
  • What About Your Organization?
  • Technology Is Absolutely Your Friend
  • Conclusion
  • Chapter 3: Gearing Up for Behavioral Marketing
  • Roles, Job Titles, and Getting Things Done
  • The Art and the Science of Marketing
  • Hiring for Potential
  • And Finally, Your Technology Stack
  • Part Two: Putting Behavioral Marketing Into Action
  • Chapter 4: Pacing Yourself: Behavioral Marketing at the Speed of Business
  • Taking on Behavioral Marketing at Any Role
  • At the Speed of Business
  • Chapter 5: Bringing Behavioral Marketing to Life in the Real World
  • The ``Next Six ́́Methodology
  • A Real-Life Example
  • Reasons We Fail
  • Chapter 6: Upping Your: Content Game Educating Customers Throughout the Entire Cycle
  • Prospect Nurturing
  • Retention/Loyalty
  • Postpurchase Content
  • So Whose Job Is It?
  • Conclusion
  • Chapter 7: Customer Journey: Mapping Putting Yourself in the Customer's Shoes
  • The Current State of Customer Journey Mapping
  • Starting with the Big Three
  • Acquisition
  • Path to First Purchase
  • Path to Repeat Purchase
  • Four Steps to Greatness
  • Chapter 8: Channel-Level Planning: Delivering Insane Relevance Every Time
  • Email.
  • The Power of Automation
  • Batch-and-Blast in Its Rightful Place
  • Direct Mail
  • Sales
  • Call Center
  • Social Networks
  • Listen or Market
  • Brand or Support
  • Which Social Networks
  • Mobile Applications
  • Chapter 9: Data Capture and Hygiene: You're Only as Good as Your Database
  • Science versus Art
  • Why You? Why Now?
  • Data at the Speed of Business
  • Hygiene or Capture First?
  • Five Key Tactics
  • Master Database
  • Customer ID Scheme
  • Basic Segmentation Rules
  • Program Automation Capability
  • Dedicated Staff
  • Conclusion
  • Chapter 10: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever
  • Segments Matter
  • Logic, Queries, and Data, Oh My
  • Automating for Epic Scale
  • Great Creative Matters More Than Ever
  • Chapter 11: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel
  • The History of Serious Mobile
  • Email versus SMS versus Apps
  • The Fragmentation of Communication Itself
  • Conclusion
  • Chapter 12: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts
  • Mixing the Right Channels
  • Five Deeper Views
  • Repeat Purchasers
  • Deep Considerers
  • Raving Fans
  • Disinterested Recipients
  • Percentage of Completed Records
  • Being Your Own Harshest Critic
  • Scoring: The Holy Grail of Objective Measurement
  • Conclusion
  • Part Three: Success Beyond the Behavioral Marketing Basics
  • Chapter 13: It's All About the Team: Staffing the Right Players to Succeed
  • The Marketer Persona
  • Two Key Traits: Potential and Grit
  • Making Great Marketing Managers
  • Chapter 14: Managing Upwards: Socialize If You Must, Prove Results Every Time
  • Seeing the Tree among the Forest
  • Where to Begin When You're Alone
  • Plan Less, Experiment More, and Document Everything
  • Knowing You've Won or Lost
  • Conclusion.
  • Chapter 15: Best Friend Brands: Becoming Indispensable to Your Customer
  • My Best Friend Brands
  • Number Five: Spotify
  • Number Four: GILT Group
  • Number Three: eBags
  • Number Two: Creative Market
  • Number One: Delta Air Lines
  • Conclusion
  • Chapter 16: Riding the Wave: Career Success Powered by Behavioral Marketing
  • A Dude Named Rand
  • Your Personal Brand
  • It's All About the Benjamins
  • And Finally, Getting Yourself Promoted
  • Chapter 17: Closing Thoughts and the Power of Actions
  • Index
  • End User License Agreement.

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