Intelligent Data-Driven Marketing: When Physicists Start Thinking about Marketing : From Mad-Man to Math-Man Marketing / Mathias Elsässer

Format:

Book

Author/Creator:

Elsässer, Mathias., Author.

Language:

English

Subjects (All):

Business.

Data-driven Marketing.

Management.

Marketing.

Local Subjects:

Business.

Data-driven Marketing.

Management.

Marketing.

Physical Description:

1 online resource (221 pages)

Edition:

1st ed.

Place of Publication:

Hannover ibidem 2022

Biography/History:

Mathias Elsässer is Partner for "CMO Advisory" and member of the customer-centric-transformation leadership team at PricewaterhouseCoopers Germany. He has over 23 years of professional and managerial experience in Consulting. Elsässer worked for global organizations across the Retail, Consumer Goods, Entertainment, Automotive, and Banking/Insurance industries and managed strategy, business, and IT consulting projects for major European companies accross the world. He is known for his innovative way of using physics within marketing and has been invited as speaker to OMR, dmexco, dreamforce, cebit, etc. He also supports lectures at various universities (HSG, HFU, FAU, ISM). Mathias Elsässer earned an executive MBA in 2005 and a Physics Diploma in 1997.

Summary:

Following Einstein’s sentence: “Everything should be made as simple as possible, but not simpler. If you can’t explain it simply, you don’t understand it well enough,” this book puts a spotlight on the complex marketing ecosystem from a physicist’s point of view. Today’s marketing world is overcomplex; CMOs face the challenge to transform their current target operating models towards a 100% customer-centric and data-driven way of working. A journey from good old mad-men toward math-men marketing. This book consists of three parts: The first part strips down the complexity of the marketing universe to the leanest frame of reference and then brings back the complexity, step by step, in single dimensions. Part two and three just follow these thoughts and provide a detailed description of 56 small atoms that can be used in a maturity assessment of your marketing. How to use them in a broader transformation concludes the book. In summary: An end-2-end guideline how to pursue and master the transformation from mad-men towards a math-men marketing operating model.

Contents:

Intro

Introduction - #intelligentmarketing

Applying physics to marketing

Applying business engineering to marketing

The imaginary marketing lab, playing with dataand thoughts

Gedankenexperiment 1.0

The Marketing Universe - our inertial system of reference

Starting with Audiences and Campaigns

Plan the activations via different impressions

Be more precise - take advantage of segmentation

Close the loop - the advantage of data analysts

From measures to KPIs

Data-Driven Marketing: Measures, KPIs, andDimensions

Share of …

Marketing Pressure

Cost per …

Conversion rate

Trends

Aggregated KPIs of unique

Audience centric KPI systems

Integrated Reach - a bit of both

Smart KPI - Reporting, Dashboarding and Data Science

Pillar 1: Standard Reporting

Pillar 2: Explorative Data Analytics

Pillar 3: Data Science

Gedankenexperiment 2.0

A house is not enough - strategic marketing planning

Different Balls - creative management &amp

optimization

Smaller Segments - hyper-accurate targeting and look-a-likes

Multiple Players - paid, owned, earned

Throwing tactics - the media mix and attribution models

Multiple actions - goals, funnels and customer journeys

Mat Robo - trigger-based campaign automation

My bag is full - frequency caps and campaign maintenance

The Perpetuum mobile - sharing, communities, and influencing

Summary - Gedankenexperiment 2.0

Using more physics on marketing

Fluid dynamics - "reaching the perfect flow"

Harmonic oscillation - "everything is in motion"

The law of thermodynamics - "flow of change"

Solid State Physics - "building out complex systems"

Einstein's Theory of Relativity - "There is one last thing"

The ma.tomics - Intelligent Data-Driven Marketing Framework

GW1 From counting actions to guiding audiences.

GW2 Real-time and zero latency

GW3 Closed-Loop - Harmonic Oscillation

GW4 Mastering the Tech-Stack-Orchestration

GW5 Run Agile - Start Fast and Fail Fast

GW6 Enable the organization

M1 THE MARKETING UNIVERSE

M1.1 Get Your Fundamentals Right: Strategy, Process, andSystems

M1.2 Understand and Engage with your Customer: Audience andContent Management

M1.3 Take the right budget choices: Strategic InvestmentManagement

M2 MARKETING TAXONOMY

M2.1 Align on a corporate taxonomy: Hidden Data Asset

M2.2 Embrace Change: Master Data Governance "Customer,Campaigns, Content, Asset, Price &amp

Finance"

M3 STRATEGIC PORTFOLIO &amp

PROGRAMMANAGEMENT

M3.1 Program, Audience, Content, and Time Management

M3.2 Marketing Budget Management

M3.3 Plan Alignment, Innovation, and Collaboration

M4 CREATIVE MANAGEMENT

M4.1 Creative Ideation - Design Thinking

M4.2 Creative Development and Delivery

M4.3 Creative Optimization

M5 AGILE CAMPAIGNS MANAGEMENT

M5.1 Be Fast and Flexible: Campaign Preparation

M5.2 Run Fast, Fail Fast: Campaign Execution

M5.3 Manage Trigger-Based Campaigns: Campaign Automation

M6 PROFILING - KNOWN &amp

UNKNOWN AUDIENCES

M6.1 The golden record of your customers

M6.2 The "Known-Unknown" Asset of Audience Data

M6.3 Fundamental base work - Content Tagging

M6.4 Consent Management - Customer Buy-In

M6.5 Data Protection - Legal and Legitimate

M7 HYPER ACCURATE TARGETING and LOOK-A-LIKE

M7.1 Plan &amp

Design - Strategic Audiences

M7.2 Build &amp

Activate - Tactical Segments

M7.3 Reach is King - Accurate Targets and Higher Reach

M8 INNOVATIVE &amp

OPTIMIZED PEO ACTIVATION MIX

M8.1 Paid (Media) Activations

M8.2 Earned (Media) Attention

M8.3 Owned Touchpoint orchestration

M8.4 Social and Voice - two special capabilities.

M8.5 Planning Pricing &amp

Trade Promotions

M8.6 Media Mix Planning and Optimization

M9 GET VIRAL - SHARING ECONOMY OF SCALES

M9.1 Tweets, Likes, and Shares

M9.2 AI Image Processing and Sentiment Analysis

M10 THE MOST EFFECTIVE FLOW OF ACTIONS

M10.1 Multi-Touch Attribution Models

M10.2 Large Scale A/B testing &amp

1:1 journeys

M10.3 Machine Learning - AI-Driven Optimizations

M10.4 Goal and Funnel management

M10.5 The Law of Action and Reaction - High Performing Machines

M11 CUSTOMER INTIMACY - DEMAND WINDOWS ANDPRICING

M11.1 Find the Right Moment in Time - Demand Windows

M11.2 Find the best context - Demand Windows

M11.3 Find the Best Price - Data-Driven Pricing Windows

M12 CROSS DEVICE AND PLATFORMS

M12.1 Cross-Device Identification - ID Strategies

M12.2 Cross-Platform Profiles

M13 MEASURE REACH, SUCCESS &amp

AWARENESS

M13.1 Integrated Reach

M13.2 Brand Awareness

M13.3 eCom - Direct to customer models

M13.4 Offline - Retail - Brick and Mortar Models

M13.5 General - Market Intelligence and Surveys

M14 CONNECT SALES

M14.1 Marketing Mix Modelling - Incremental Sales Uplifts

M14.2 Trade Promotion Effects and Pricing

M15 STAY LEAN AND SHARE - SMART KPIs

M15.1 Stay Lean: Measures, KPIs, and Dimensions

M15.2 Share Your Data Assets: The New Imperative

M16 EXPLORATIVE REPORTING AND DATA SCIENCE

M16.1 Get the Basics: Standard Reporting

M16.2 Explorative Insights

M16.3 Working Data Science

M17 PREDICT THE FUTURE

M17.1 Programmatic Program and Campaign Planning

M17.2 Next Best Action

M17.3 Text, Image, and Voice Recognition

M18 THERE IS ONE LAST THING - CREATIVITY

M18.1 Engage With Your Audience - Creativity is King

M18.2 Create Emotions - Storytelling and Purposeful Marketing

From Mad-Men to Math-Men Marketing

Works Cited.

Other Format:

Print version: Elsässer, Mathias Intelligent Data-Driven Marketing: When Physicists Start Thinking about Marketing

ISBN:

9783838276519

Publisher Number:

9783838276519