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Behavioral Marketing : Delivering Personalized Experiences At Scale

By: Walters, Dave.
Material type: TextTextSeries: eBooks on Demand.Publisher: Hoboken : Wiley, 2015Description: 1 online resource (255 p.).ISBN: 9781119076438.Subject(s): Consumers' preferences | Customer relations | Internet marketingGenre/Form: Electronic books.Additional physical formats: Print version:: Behavioral Marketing : Delivering Personalized Experiences At ScaleDDC classification: 658.8/72 LOC classification: HF5415.1265 .W3655 2015Online resources: Click here to view this ebook.
Contents:
Behavioral Marketing: Delivering Personalized Experiences at Scale; Contents; Foreword; Acknowledgments; The Behavioral Marketing Manifesto; Part One: Getting Started With Behavioral Marketing; Chapter1: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All; Dave Who?; Why Behavioral Marketing?; Definitions We Should Cover Upfront; Behavioral Marketing Campaigns You've Seen in Everyday Life; Relevance Trumps Privacy under 35-Every. Single. Time.; Conclusion; Chapter2: Where Are You on the Behavioral Marketing Spectrum?; Defining Your Now
Tackling Channels One at a TimeBuilding Your Behavioral Marketing Quotient; What About Your Organization?; Technology Is Absolutely Your Friend; Conclusion; Chapter3: Gearing Up for Behavioral Marketing; Roles, Job Titles, and Getting Things Done; The Art and the Science of Marketing; Hiring for Potential; And Finally, Your Technology Stack; Part Two: Putting Behavioral Marketing Into Action; Chapter4: Pacing Yourself: Behavioral Marketing at the Speed of Business ; Taking on Behavioral Marketing at Any Role; At the Speed of Business
Chapter5: Bringing Behavioral Marketing to Life in the Real WorldThe ``Next Six´´ Methodology; A Real-Life Example; Reasons We Fail; Chapter6: Upping Your: Content Game Educating Customers Throughout the Entire Cycle ; Prospect Nurturing; Retention/Loyalty; Postpurchase Content; So Whose Job Is It?; Conclusion; Chapter7: Customer Journey: Mapping Putting Yourself in the Customer's Shoes ; The Current State of Customer Journey Mapping; Starting with the Big Three; Acquisition; Path to First Purchase; Path to Repeat Purchase; Four Steps to Greatness
Chapter8: Channel-Level Planning: Delivering Insane Relevance Every Time Email; The Power of Automation; Batch-and-Blast in Its Rightful Place; Direct Mail; Sales; Call Center; Social Networks; Listen or Market; Brand or Support; Which Social Networks; Mobile Applications; Chapter9: Data Capture and Hygiene: You're Only as Good as Your Database ; Science versus Art; Why You? Why Now?; Data at the Speed of Business; Hygiene or Capture First?; Five Key Tactics; Master Database; Customer ID Scheme; Basic Segmentation Rules; Program Automation Capability; Dedicated Staff; Conclusion
Chapter10: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever Segments Matter; Logic, Queries, and Data, Oh My; Automating for Epic Scale; Great Creative Matters More Than Ever; Chapter 11: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel; The History of Serious Mobile; Email versus SMS versus Apps; The Fragmentation of Communication Itself; Conclusion; Chapter12: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts; Mixing the Right Channels; Five Deeper Views
Repeat Purchasers
Summary: Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing-including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization-and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secret
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HF5415.1265 .W3655 2015 (Browse shelf) http://uttyler.eblib.com/patron/FullRecord.aspx?p=2131001 Available EBL2131001

Behavioral Marketing: Delivering Personalized Experiences at Scale; Contents; Foreword; Acknowledgments; The Behavioral Marketing Manifesto; Part One: Getting Started With Behavioral Marketing; Chapter1: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All; Dave Who?; Why Behavioral Marketing?; Definitions We Should Cover Upfront; Behavioral Marketing Campaigns You've Seen in Everyday Life; Relevance Trumps Privacy under 35-Every. Single. Time.; Conclusion; Chapter2: Where Are You on the Behavioral Marketing Spectrum?; Defining Your Now

Tackling Channels One at a TimeBuilding Your Behavioral Marketing Quotient; What About Your Organization?; Technology Is Absolutely Your Friend; Conclusion; Chapter3: Gearing Up for Behavioral Marketing; Roles, Job Titles, and Getting Things Done; The Art and the Science of Marketing; Hiring for Potential; And Finally, Your Technology Stack; Part Two: Putting Behavioral Marketing Into Action; Chapter4: Pacing Yourself: Behavioral Marketing at the Speed of Business ; Taking on Behavioral Marketing at Any Role; At the Speed of Business

Chapter5: Bringing Behavioral Marketing to Life in the Real WorldThe ``Next Six´´ Methodology; A Real-Life Example; Reasons We Fail; Chapter6: Upping Your: Content Game Educating Customers Throughout the Entire Cycle ; Prospect Nurturing; Retention/Loyalty; Postpurchase Content; So Whose Job Is It?; Conclusion; Chapter7: Customer Journey: Mapping Putting Yourself in the Customer's Shoes ; The Current State of Customer Journey Mapping; Starting with the Big Three; Acquisition; Path to First Purchase; Path to Repeat Purchase; Four Steps to Greatness

Chapter8: Channel-Level Planning: Delivering Insane Relevance Every Time Email; The Power of Automation; Batch-and-Blast in Its Rightful Place; Direct Mail; Sales; Call Center; Social Networks; Listen or Market; Brand or Support; Which Social Networks; Mobile Applications; Chapter9: Data Capture and Hygiene: You're Only as Good as Your Database ; Science versus Art; Why You? Why Now?; Data at the Speed of Business; Hygiene or Capture First?; Five Key Tactics; Master Database; Customer ID Scheme; Basic Segmentation Rules; Program Automation Capability; Dedicated Staff; Conclusion

Chapter10: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever Segments Matter; Logic, Queries, and Data, Oh My; Automating for Epic Scale; Great Creative Matters More Than Ever; Chapter 11: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel; The History of Serious Mobile; Email versus SMS versus Apps; The Fragmentation of Communication Itself; Conclusion; Chapter12: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts; Mixing the Right Channels; Five Deeper Views

Repeat Purchasers

Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing-including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization-and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secret

Description based upon print version of record.

Author notes provided by Syndetics

<p> DAVE WALTERS is a digital marketing evangelist at Silverpop, an IBM#45;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.</p>

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