Predictive Marketing [Artun] 9781119037361

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.

頁數：272
版次：第1版
年份：2015年
規格：精裝/單色
ISBN：9781119037361

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