Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data

Marc Notes: Includes index.; 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--; Provided by publisher. Table of Contents: Introduction: Who Should Read This Book ix PART 1 A Complete Predictive Marketing Primer 1 Chapter 1 Big Data and Predictive Analytics Are Now Easily Accessible to All Marketers 3 Chapter 2 An Easy Primer to Predictive Analytics for Marketers 23 Chapter 3 Get to Know Your Customers First: Build Complete Customer Profiles 43 Chapter 4 Managing Your Customers as a Portfolio to Improve Your Valuation 63 PART 2 Nine Easy Plays to Get Started with Predictive Marketing 75 Chapter 5 Play One: Optimize Your Marketing Spending Using Customer Data 77 Chapter 6 Play Two: Predict Customer Personas and Make Marketing Relevant Again 93 Chapter 7 Play Three: Predict the Customer Journey for Life Cycle Marketing 103 Chapter 8 Play Four: Predict Customer Value and Value-Based Marketing 115 Chapter 9 Play Five: Predict Likelihood to Buy or Engage to Rank Customers 123 Chapter 10 Play Six: Predict Individual Recommendations for Each Customer 137 Chapter 11 Play Seven: Launch Predictive Programs to Convert More Customers 145 Chapter 12 Play Eight: Launch Predictive Programs to Grow Customer Value 155 Chapter 13 Play Nine: Launch Predictive Programs to Retain More Customers 169 PART 3 How to Become a True Predictive Marketing Ninja 183 Chapter 14 An Easy-to-Use Checklist of Predictive Marketing Capabilities 185 Chapter 15 An Overview of Predictive (and Related) Marketing Technology 197 Chapter 16 Career Advice for Aspiring Predictive Marketers 209 Chapter 17 Privacy and the Difference Between Delightful and Invasive 215 Chapter 18 The Future of Predictive Marketing 221 Appendix: Overview of Customer Data Types 229 Index 237Biographical Note: OMER 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. Jacket Description/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. Publisher Marketing: 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.