Behavioral marketing : delivering personalized experiences at scale / Dave Walters.

Format:

Book

Author/Creator:

Walters, Dave, 1968- author.

Language:

English

Subjects (All):

Internet marketing.

Customer relations.

Consumers' preferences.

Physical Description:

1 online resource (255 p.)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : Wiley, 2015.

System Details:

text file

Summary:

"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 and hygiene, campaign creation, delivery best practices, and measurement/optimization. It will include up to 10 case studies across multiple industries highlighting the revenue growth and process efficiencies resulting from great behavioral-driven marketing. "-- Provided by publisher.

Contents:

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

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?

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

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

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

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

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.

Notes:

Includes index.

Description based on print version record.

ISBN:

9781119076391

1119076390

9781119170440

1119170443

9781119076438

1119076439

OCLC:

910936404