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Predictive Marketing

Easy Ways Every Marketer Can Use Customer Analytics and Big Data

Ingenaaid Engels 2015 9781119037361
Verkooppositie 2976Hoogste positie: 145
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Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality.
For the first time, predictive marketing is accessible to all marketers, not just those at large corporations in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. * Implement predictive marketing at any size organization * Deliver a more personalized marketing experience * Automate predictive analytics with machine learning technology * Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.


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Introduction: Who Should Read This Book ix PART 1 A Complete Predictive Marketing Primer 1 Chapter 1 Big Data and Predictive Analytics Are Now Easily Accessible to All Marketers 3 Chapter 2 An Easy Primer to Predictive Analytics for Marketers 23 Chapter 3 Get to Know Your Customers First: Build Complete Customer Profiles 43 Chapter 4 Managing Your Customers as a Portfolio to Improve Your Valuation 63 PART 2 Nine Easy Plays to Get Started with Predictive Marketing 75 Chapter 5 Play One: Optimize Your Marketing Spending Using Customer Data 77 Chapter 6 Play Two: Predict Customer Personas and Make Marketing Relevant Again 93 Chapter 7 Play Three: Predict the Customer Journey for Life Cycle Marketing 103 Chapter 8 Play Four: Predict Customer Value and Value-Based Marketing 115 Chapter 9 Play Five: Predict Likelihood to Buy or Engage to Rank Customers 123 Chapter 10 Play Six: Predict Individual Recommendations for Each Customer 137 Chapter 11 Play Seven: Launch Predictive Programs to Convert More Customers 145 Chapter 12 Play Eight: Launch Predictive Programs to Grow Customer Value 155 Chapter 13 Play Nine: Launch Predictive Programs to Retain More Customers 169 PART 3 How to Become a True Predictive Marketing Ninja 183 Chapter 14 An Easy-to-Use Checklist of Predictive Marketing Capabilities 185 Chapter 15 An Overview of Predictive (and Related) Marketing Technology 197 Chapter 16 Career Advice for Aspiring Predictive Marketers 209 Chapter 17 Privacy and the Difference Between Delightful and Invasive 215 Chapter 18 The Future of Predictive Marketing 221 Appendix: Overview of Customer Data Types 229 Index 237

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