Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data, 1st Edition

  • Omer Artun
  • Dominique Levin
  • Published By:
  • ISBN-10: 1119037336
  • ISBN-13: 9781119037330
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 272 Pages | eBook
  • Original Copyright 2015 | Published/Released July 2017
  • This publication's content originally published in print form: 2015

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This book 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.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Introduction: Who Should Read This Book.
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.
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 CustomerJourney 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 More Customers.
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.