Behavioral Marketing - Delivering Personalized Experiences At Scale

Informationen zum Autor DAVE WALTERS is a digital marketing evangelist at Silverpop, an IBM-owned software company focused on helping marketers transform the customer experience. He is a 20-year digital marketing veteran with a career split almost equally among Fortune 50 corporations, Top 5 interactive agencies and, most recently, the technology start-up world. He most often works with cross-functional stakeholders to bridge the organizational gaps between marketing, IT, operations and executive management. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis Foreword by Bill Nussey ixAcknowledgments xvThe Behavioral Marketing Manifesto xviiPart ONE GETTING STARTED WITH BEHAVIORAL MARKETING1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 32 Where Are You on the Behavioral Marketing Spectrum? 153 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION4 Pacing Yourself: Behavioral Marketing at the Speed of Business 375 Bringing Behavioral Marketing to Life in the Real World 456 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 577 Customer Journey Mapping: Putting Yourself in the Customer's Shoes 698 Channel-Level Planning: Delivering Insane Relevance Every Time 839 Data Capture and Hygiene: You're Only as Good as Your Database 11910 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 13511 Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel 14912 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS13 It's All About the Team: Staffing the Right Players to Succeed 17714 Managing Upwards: Socialize If You Must, Prove Results Every Time 18315 Best Friend Brands: Becoming Indispensable to Your Customer 18916 Riding the Wave: Career Success Powered by Behavioral Marketing 20717 Closing Thoughts and the Power of Actions 213Index 219...

List of contents

Foreword by Bill Nussey ix
 
Acknowledgments xv
 
The Behavioral Marketing Manifesto xvii
 
Part ONE GETTING STARTED WITH BEHAVIORAL MARKETING
 
1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 3
 
2 Where Are You on the Behavioral Marketing Spectrum? 15
 
3 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23
 
Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION
 
4 Pacing Yourself: Behavioral Marketing at the Speed of Business 37
 
5 Bringing Behavioral Marketing to Life in the Real World 45
 
6 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 57
 
7 Customer Journey Mapping: Putting Yourself in the Customer's Shoes 69
 
8 Channel-Level Planning: Delivering Insane Relevance Every Time 83
 
9 Data Capture and Hygiene: You're Only as Good as Your Database 119
 
10 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 135
 
11 Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel 149
 
12 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157
 
Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS
 
13 It's All About the Team: Staffing the Right Players to Succeed 177
 
14 Managing Upwards: Socialize If You Must, Prove Results Every Time 183
 
15 Best Friend Brands: Becoming Indispensable to Your Customer 189
 
16 Riding the Wave: Career Success Powered by Behavioral Marketing 207
 
17 Closing Thoughts and the Power of Actions 213
 
Index 219

Product details

• Authors: Bill Nussey, Dave Walters, Walters Dave
• Assisted by: Bill Nussey (Foreword), Nussey Bill (Foreword)
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 09.10.2015
• EAN: 9781119076575
• ISBN: 978-1-119-07657-5
• No. of pages: 256
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Wirtschaft, strategisches marketing, Business & management, Wirtschaft u. Management, Strategic Marketing