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Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data, by Omer Artun, Dominique Levin
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Make personalized marketing a reality with this practical guide to predictive analytics
Predictive Marketing 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.
Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today.
- Implement predictive marketing at any size organization
- Deliver a more personalized marketing experience
- Automate predictive analytics with machine learning technology
- Base marketing decisions on concrete data rather than unproven ideas
Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.
- 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.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Thorough, Yet Digestible Guidebook.
By Parker Block
Today, most people in leadership positions of a consumer-facing organization are tasked with figuring out how to leverage consumer data to increase revenue and/or reduce costs. Many people in these positions embrace the idea of customer-centricity and comprehend that there is a proliferation of touch points on the customer journey which need to be included in a truly comprehensive view of the customer. Yet very few have had experience in a company that really does this well. So where and how to get started on this path is daunting. Artun & Levin's book is an excellent guidebook for anyone, especially for marketers, who is putting together a plan on how to leverage consumer data to make better investments with limited budgets and improve the relevancy of communication. This book is very thorough and has a good balance of breadth and depth. It seems clear that the authors understand the challenges of business leaders and wrote the book for the non-data scientist. This book provides a marketer's overview of how the data eco-system is evolving and explains the relevant concepts with getting too technical. After reading this, I feel better equipped to put together a realistic "crawl, walk, run" plan that our organization can realistically execute. One area where I felt the authors could spend a little more time is on the organizational capabilities required for scaling data-driven marketing campaigns. Chapter 14 explains the need to move away form silos and marketing calendars and recognizes that this "last mile" is where the "rubber hits the road". How to make the organizational and process changes and investments to make content development and management more dynamic could be the focus of a follow-up book.
2 of 2 people found the following review helpful.
Great book!
By Victor
As a young software engineer, this book allowed me to gain some solid marketing knowledge, and to see how my technical background could apply in this field, which is exactly what I was looking for when I bought it! Predictive marketing is a huge trend, and now I am confident in my ability to have an impact on the business I will be working with.
I particularly appreciated the numerous specific examples given by the authors, and the overview of the marketing tools available for today's companies. I believe this book can bridge the gap between engineers and marketers who often struggle to communicate efficiently.
Needless to say, I would totally recommend this book to anyone who wants to understand what predictive marketing is, whether you are a customer or a marketer!
2 of 2 people found the following review helpful.
An invaluable read for both marketers & consumers
By Jade Le Van
A fascinating book about how predictive marketing is being widely used to maximize profits while enhancing customer experience. The authors cover both the theory (not all customers are equal) and the practice (the challenges and awaiting benefits of using predictive models).
This is a great read for experienced marketers looking for information on the existing and latest predictive analytics technologies and methods, but also for newcomers to predictive marketing who need a well-structured introduction.
Last but not least, it is also a great tool for wary consumers to gain understanding on how retailers target each of us in order to trigger consumption and build brand loyalty.
See all 15 customer reviews...
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