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Sales Rank: #362775 in Books
Published on: 2015-08-24
Original language: English
Number of items: 1
Dimensions: 9.40" h x 1.00" w x 6.30" l, .0 pounds
Binding: Hardcover
272 pages

From the Inside Flap

If you want to get up to speed on how to marry creativity and analytics in marketing, Predictive Marketing is the perfect primer. From using customer big data to machine learning, this thoroughly inclusive guide takes you from novice to practitioner quickly and confidently.

Using predictive analytics to drive customer-centric marketing strategies is the biggest game-changer since the Internet went mainstream almost twenty years ago. While some large, pioneering brands have already been wildly successful with predictive marketing, this enlightening guide shows how any-size company can gain tremendous value from data-driven strategies. In a logical, conversational style, coverage takes you step by step from seeing marketing as one-size-fits-all campaigns to individualized, real-time customer journeys. Each standalone chapter brings you closer to gaining customer trust and dominating your industry by showing you how to:

Use lifetime value-based marketing to-effectively upsell customers into higher-value segments and reduce costs servicing low-value and unprofitable customers
Optimize your marketing spend based on likelihood-to-buy predictions useful for both B2C and B2B marketing
Achieve growth more cost-effectively by focusing less on acquiring new customers and more on retaining, and reactivating customers
Find the products and channels that bring you the highest-value customers, not just the most customers
Let clustering algorithms discover customer personas you didn't know you had, and use these to differentiate and optimize marketing actions
Use personas to design better acquisition campaigns and increase conversion using remarketing and lookalike targeting
Grow customer value with specific, concrete predictive marketing tactics
Measure customer retention and respond with pro-active strategies to keep customers coming back

Your new skill set will enable you to use customer data, predictive intelligence, and campaign automation with confidence and will set you apart in the workplace. After reading this book, you will have a blueprint and building blocks to build the technical capabilities and the mindset to be successful with marketing in the customer era.

Getting to know all your customers is proven to be profitable, and now Predictive Marketing makes it easy.

From the Back Cover

USE PERSONALIZED MARKETING TO BOOST PROFITS WITH THIS PRACTICAL GUIDE TO PREDICTIVE ANALYTICS

Predictive Marketing gives you everything you need to transform your organization from a product or channel focus, into customer centric marketing that maximizes lifetime value of each and every customer by delivering truly personalized experiences.

This nuts-and-bolts guidebook prepares you to leverage cutting edge machine-learning technologies and pragmatic data-driven approaches to improve customer acquisition and especially growth. Knowing customers' behaviors and preferences has always been the bread and butter of local merchants, but now it is possible for any marketer to build personal relationships at scale with an easy, automated program of predictive analytics. All the strategies, advice, and pitfalls to avoid can benefit marketers working for large corporations and small businesses, and you will see real-world examples where smaller organizations are leapfrogging their larger competitors with innovative programs.

This intuitively written book shows you how business understanding trumps math, and backs it up by giving you the tools and know-how to:

Introduce predictive marketing to any-size organization
Deliver a more-personalized customer experience
Use data-driven approaches in the most effective way to transform your business
Find products and channels that deliver the highest-value customers

The widespread application of big data and machine learning to marketing is causing a cultural shift in the way companies operate, and by mastering the subtle art of applying hard science as described inside Predictive Marketing, you can start adding value to the company today.

About the Author

ÖMER ARTUN, PHD is the founder and CEO of AgilOne. He aims to help marketers understand and predict customer behavior and make marketing personal again. He previously held executive roles in marketing at Best Buy, CDW and was a consultant with McKinsey & Company. He holds a PhD in Physics and Computational Neuroscience from Brown University.

DOMINIQUE LEVIN is a business and consumer marketing executive and an early adopter of data-driven marketing. Before building the marketing efforts of numerous startups, often from the ground up, she was an executive at Philips Consumer Electronics and Nippon Telegraph and Telephone. She holds an MBA with distinction from Harvard University.

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