BEHAVIORAL MARKETING DELIVERING PERSONALIZED EXPERIENCES AT SCALE

Download Behavioral Marketing Delivering Personalized Experiences At Scale ebook PDF or Read Online books in PDF, EPUB, and Mobi Format. Click Download or Read Online button to BEHAVIORAL MARKETING DELIVERING PERSONALIZED EXPERIENCES AT SCALE book pdf for free now.

Behavioral Marketing

Author : Dave Walters
ISBN : 9781119076575
Genre : Business & Economics
File Size : 72.79 MB
Format : PDF, ePub, Mobi
Download : 692
Read : 1075

This book focuses on fixing marketers' highly inefficient processes and spotty results and describes how to be more “revenue predictable”. The book explains the key principles of behavioral marketing, which include: customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization. It will include up to 10 case studies across multiple industries highlighting the revenue growth and process efficiencies resulting from great behavioral-driven marketing.
Category: Business & Economics

Unconscious Branding

Author : Douglas Van Praet
ISBN : 9781137042781
Genre : Business & Economics
File Size : 28.49 MB
Format : PDF, Docs
Download : 447
Read : 497

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.
Category: Business & Economics

Essentials Of Research Design And Methodology

Author : Geoffrey R. Marczyk
ISBN : 9780470893531
Genre : Psychology
File Size : 88.91 MB
Format : PDF, Docs
Download : 142
Read : 887

Master the essential skills for designing and conducting a successful research project Essentials of Research Design and Methodology contains practical information on how to design and conduct scientific research in the behavioral and social sciences. This accessible guide covers basic to advanced concepts in a clear, concrete, and readable style. The text offers students and practitioners in the behavioral sciences and related disciplines important insights into identifying research topics, variables, and methodological approaches. Data collection and assessment strategies, interpretation methods, and important ethical considerations also receive significant coverage in this user-friendly guide. Essentials of Research Design and Methodology is the only available resource to condense the wide-ranging topics of the field into a concise, accessible format for handy and quick reference. As part of the Essentials of Behavioral Science series, this book offers a thorough review of the most relevant topics in research design and methodology. Each concise chapter features numerous callout boxes highlighting key concepts, bulleted points, and extensive illustrative material, as well as "Test Yourself" questions that help you gauge and reinforce your grasp of the information covered.
Category: Psychology

Personalized Digital Advertising

Author : Diaz Nesamoney
ISBN : 9780134031071
Genre : Business & Economics
File Size : 26.74 MB
Format : PDF, ePub, Docs
Download : 410
Read : 1181

This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.
Category: Business & Economics

Leadersh T

Author : Foster W. Mobley
ISBN : 0983529906
Genre : Leadership
File Size : 75.14 MB
Format : PDF, ePub, Docs
Download : 511
Read : 680

Category: Leadership

Measuring The Digital World

Author : Gary Angel
ISBN : 9780134195131
Genre : Computers
File Size : 77.58 MB
Format : PDF, ePub, Docs
Download : 106
Read : 285

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. The definitive guide to next generation digital measurement; Indispensable insight for building high-value digital experiences! Helps you capture the knowledge you need to deliver deep personalization at scale Reflects today’s latest insights into digital behavior and consumer psychology For every digital marketer, analyst, and executive who wants to improve performance To win at digital, you must capture the right data, quickly transform it into the right knowledge,and use them both to deliver deep personalization at scale. Conventional digital metrics simply aren’t up to the task. Now, Gary Angel shows how to reinvent digital measurement so it delivers all you need to create richer, more compelling digital experiences. Angel shows how to transform “raw facts” about digital behavior into meaningful knowledge about your visitors… what they were trying to accomplish…how well you helped them… how you can personalize and optimize their digital experiences from now on… how you can use measurement to provide deep personalization at scale.
Category: Computers

Scaling

Author : Gary Maranell
ISBN : 9781351492072
Genre : Mathematics
File Size : 89.91 MB
Format : PDF, Docs
Download : 770
Read : 1219

Despite the obvious importance of measurement in any scientific endeavor, few students of the social sciences receive adequate training in the principles and problems of assigning numerical values to the subjects, objects, events, groups and operations they study, and still less in the process of translating theoretical ideas and concepts into variables. This kind of casualness with respect to measurement is often in marked contrast to their methodically designed research, which has grown out of subtle and sophisticated theoretical consideration.Scaling is intended to remedy this deficiency by providing a broad and detailed description of the major processes for developing measurement scales. The chapters, which include both classics in the field and the best of modern work, require no great mathematical sophistication, and go well beyond the conventional study of attitudes to the more general uses of scaling. They enable the student and researcher to examine the development of measures of scalability and the problems and weaknesses they present, to become familiar with the development of tests of significance for reproducibility and scalability and the need for them, and to examine the lively history of the subject and experience the excitement that can be secured from sharing with a creative author the first report of his insight.Part One presents a series of general articles that deal in philosophic terms with the problem of measurement, with what is meant by measurement and scaling as well as the notions underlying the process of measuring. Part Two deals with the scaling methods developed by L. L. Thurstone, including paired comparison scaling, equal-appearing interval scaling, and successive interval scaling. The third part focuses upon scalogram analysis, presenting the background, rationale and procedures for Guttman scaling. The fourth part is concerned with summated rating, or Likert scaling. Part Five is a consideration of unfold
Category: Mathematics

Habit

Author : Neale Martin
ISBN : 9780132703901
Genre : Business & Economics
File Size : 34.48 MB
Format : PDF
Download : 616
Read : 181

Habit begins with a revolutionary premise–95% of human behavior is controlled by the unconscious mind. This fact exposes the central flaw in marketing theory, market research, and a preponderance of business strategy–that customers are consciously aware of what they’re doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted every year, and why even satisfied customers aren’t loyal. In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two minds–and marketing is focused on the wrong one. By explaining how the mind actually works, Martin shows how 50 years of marketing theory is deeply flawed, and how your customers’ habits thwart even your costliest marketing campaigns. Habit explains in practical terms how to work with both your customers’ executive and habitual minds to not only make sales but more importantly, create loyalty. You’ll discover how behavior actually rewires your customers' mind–and how to leverage this by refocusing on behavior, not on attitudes and beliefs. Martin offers a complete process for working with customers’ unconscious and conscious minds together, to become your customer’s habit, not just their choice. Using these techniques, you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-term profitability. Why focusing on customer satisfaction is a waste of time Prioritizing customer satisfaction ignores a crucial reality: 85% of customers who defect report being satisfied! How to establish a beachhead in your potential customer’s unconscious Teach new buying habits through cause and effect, reward and repetition Why you should keep your regular customers from thinking about you Learn how to keep repurchase behavior on permanent autopilot
Category: Business & Economics

Code Halos

Author : Malcolm Frank
ISBN : 9781118891667
Genre : Business & Economics
File Size : 69.88 MB
Format : PDF, Kindle
Download : 246
Read : 1034

Harness "Code Halos" to gain competitive advantage in the digital era Amazon beating Borders, Netflix beating Blockbuster, Apple beating Kodak, and the rise of companies like Google, LinkedIn, and Pandora are not isolated or random events. Today's outliers in revenue growth and value creation are winning with a new set of rules. They are dominating by managing the information that surrounds people, organizations, processes, and products—what authors Malcolm Frank, Paul Roehrig, and Ben Pring call Code Halos. This is far beyond “Big Data” and analytics. Code Halos spark new commercial models that can dramatically flip market dominance from industry stalwarts to challengers. In this new book, the authors show leaders how digital innovators and traditional companies can build Code Halo solutions to drive success. The book: Examines the explosion of digital information that now surrounds us and describes the profound impact this is having on individuals, corporations, and societies; Shows how the Crossroads Model can help anticipate and navigate this market shift; Provides examples of traditional firms already harnessing the power of Code Halos including GE's "Brilliant Machines," Disney's theme park "Magic Band," and Allstate's mobile devices and analytics that transform auto insurance. With reasoned insight, new data, real-world cases, and practical guidance, Code Halos shows seasoned executives, entrepreneurs, students, line-of-business owners, and technology leaders how to master the new rules of the Code Halo economy.
Category: Business & Economics

The Rise Of The Platform Marketer

Author : Craig Dempster
ISBN : 9781119059721
Genre : Business & Economics
File Size : 35.18 MB
Format : PDF, Docs
Download : 602
Read : 713

Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always–on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing′s increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today′s foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company′s structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever–expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.
Category: Business & Economics