Detalles de la obra

Título:
Predictive marketing
Subtítulo:
easy ways every marketer can use customer analytics and big data
Autor(es):
Artun, Ömer; Levin, Dominique
Pie de imprenta:
Hoboken: John Wiley & Sons, c2015
Descripción física:
xxii, 246 p. ; 24 x 16 cm.
Idioma:
Inglés
ISBN:
978-1-119-03736-1
Resumen:
Contiene: I. A Complete predictive marketing primer. 1. Big data and predictive analytics are now easily accessible to all marketers. 2. An easy primer to predictive analytics for marketers. 3. Get to know your customers first: build complete customer profiles. 4. Managing your customers as a portfolio to improve your valuation.- II. Nine easy plays to get started with predictive marketing. 5. Play one: optimize your marketing spending using customer data. 6. Play two: predict customer personas and make marketing relevant again. 7. Play three: predict the customer journey for life cycle marketing. 8. Play four: predict customer value and value-based marketing. 9. Play five: predict likelihood to buy or engage to rank customers. 10. Play six: predict individual recommendations for each customer. 11. Play seven: launch predictive programs to convert more customers. 12. Play eight: launch predictive programs to grow customer value. 13. Play nine: launch predictive programs to retain rore customers.- III. How to become a true predictive marketing ninja. 14. An easy-to-use checklist of predictive marketing capabilities. 15. An overview of predictive (and related) marketing technology. 16. Career advice for aspiring predictive marketers. 17. Privacy and the difference between delightful and invasive. 18. The future of predictive marketing. Appendix: overview of customer data types.
Ubicación física:
658.833 / ART
Tipo de material:
[Material Impreso]