behavioral marketing delivering personalized experiences at scale

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Behavioral Marketing

Author : Dave Walters
ISBN : 9781119076575
Genre : Business & Economics
File Size : 46. 62 MB
Format : PDF, Mobi
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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.

Essentials Of Research Design And Methodology

Author : Geoffrey R. Marczyk
ISBN : 9780470893531
Genre : Psychology
File Size : 26. 40 MB
Format : PDF
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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.

Unconscious Branding

Author : Douglas Van Praet
ISBN : 9781137042781
Genre : Business & Economics
File Size : 58. 33 MB
Format : PDF, Kindle
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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.

Measuring The Digital World

Author : Gary Angel
ISBN : 9780134195131
Genre : Computers
File Size : 81. 14 MB
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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.

Leadersh T

Author : Foster W. Mobley
ISBN : 0983529906
Genre : Leadership
File Size : 50. 91 MB
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The Convenience Revolution

Author : Shep Hyken
ISBN : 9781640950535
Genre : Business & Economics
File Size : 77. 82 MB
Format : PDF
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Convenience is King When you make it easier for customers to do business with you, they will reward you with their money, their loyalty, and their referrals. There’s a reason they call it a convenience store – because it’s convenient! When you have to pick up a gallon of milk, would you rather stop by a large supermarket or a 7-Eleven? Customers who shop at convenience stores know the selection is smaller and the prices are often higher...yet they still come in droves because of the ease of purchase. What about the minibar in your hotel room? That’s convenient too...but the convenience comes at a cost. Did you ever stop to think that the same $5.00 can of Coca-Cola in the hotel’s mini-fridge can be bought down the hall from the vending machine for just $1.25? Yet even with that can of Coke being four times more expensive, hotels are restocking minibars every day. Customers will pay for convenience. And they’ll choose to do more business over time with the people and companies that make their lives more convenient! Whether you’re trying to out-service a competitor or disrupt an entire industry, creating less friction and being more convenient for your customers should be your strategy. When you raise the convenience bar, you create the next level of amazing customer experience. This book shows you how to leverage convenience as a powerful way to differentiate yourself from your competition. You’ll learn six compelling strategies, supported by numerous examples and case studies that will fuel your plan to create a focus on convenience for your customers. The value proposition is both simple and profound: when you reduce friction and make it easier for customers to do business with you, they’ll reward you with their money, their loyalty, and their referrals. That’s the advantage of being a part of The Convenience Revolution.

Habit

Author : Neale Martin
ISBN : 9780132703901
Genre : Business & Economics
File Size : 56. 3 MB
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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

Revealing The Invisible

Author : Thomas Koulopoulos
ISBN : 9781682616208
Genre : Business & Economics
File Size : 65. 43 MB
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The world is at the precipice of a disruptive new era in which the ability to track every behavior will predict our individual and collective futures. Using artificial intelligence to analyze trillions of once-invisible data (behaviors) across vast digital ecosystems, companies and governments now have unimagined insight into our every behavior. Although making private behaviors “visible” may conjure a sense of 1984, the reality is that a new kind of value will emerge that has the power to radically alter the way we view some of the most basic tenets of business. Concepts such as brand loyalty will be turned on their heads as companies now have to find ways to prove their loyalty to each individual consumer. In addition, the emergence of hyper-personalization and outcome-driven products may begin to solve some of the most pressing and protracted problems of our time. And it’s not just human beings whose behaviors are being captured and analyzed. AI-powered autonomous vehicles, smart devices, and intelligent machines will all exhibit behaviors. In this very near future every person and digital device will have its own cyberself—a digital twin that knows more about us than we know about ourselves. Farfetched? Only if you discount the enormous power of these new technologies, which will use the invisible patterns in all of our behaviors to develop an intimate understanding of what drives us, where we see value, and how we want to experience the world. Revealing the Invisible shows businesses how to predict consumer behavior based on customers’ prior tendencies, allowing a company to make better decisions regarding growth, products, and implementation.

The Rise Of The Platform Marketer

Author : Craig Dempster
ISBN : 9781119059721
Genre : Business & Economics
File Size : 36. 2 MB
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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.

Mastering Product Experience In Saas

Author : Nick Bonfiglio
ISBN : 0999474901
Genre :
File Size : 86. 19 MB
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Your success as a Software-as-a-Service (SaaS) company is completely dependent on acquiring and keeping users in your product. But if you¿re using traditional marketing tactics, you¿re likely struggling to scale your business quickly. That¿s because conventional marketing techniques focus on engaging prospects and users outside of the product.

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