Behavioral marketing
Subtitle: delivering personalized experiences at scale
By: Dave Walters
Published: 2015
Language: eng
Number of pages: 229
ISBN-13: 9781119076575
Subjects: Internet marketing; Consumers' preferences; Customer relations
Description: "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. "--
Notes: Includes index.
Table of contents: title: pt. ONE; title: GETTING STARTED WITH BEHAVIORAL MARKETING -- -- 1.; title: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All -- -- 2.; title: Where Are You on the Behavioral Marketing Spectrum? -- -- 3.; title: Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win -- -- pt. TWO; title: PUTTING BEHAVIORAL MARKETING INTO ACTION -- -- 4.; title: Pacing Yourself: Behavioral Marketing at the Speed of Business -- -- 5.; title: Bringing Behavioral Marketing to Life in the Real World -- -- 6.; title: Upping Your Content Game: Educating Customers Throughout the Entire Cycle -- -- 7.; title: Customer Journey Mapping: Putting Yourself in the Customers Shoes -- -- 8.; title: Channel-Level Planning: Delivering Insane Relevance Every Time -- -- 9.; title: Data Capture and Hygiene: You're Only as Good as Your Database -- -- 10.; title: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever -- -- 11.; title: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel -- -- 12.; title: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts -- -- pt. THREE; title: SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS -- -- 13.; title: It's All About the Team: Staffing the Right Players to Succeed -- -- 14.; title: Managing Upwards: Socialize If You Must, Prove Results Every Time -- -- 15.; title: Best Friend Brands: Becoming Indispensable to Your Customer -- -- 16.; title: Riding the Wave: Career Success Powered by Behavioral Marketing -- -- 17.; title: Closing Thoughts and the Power of Actions.