Home Page Icon
Home Page
Table of Contents for
Title Page
Close
Title Page
by Bill Nussey, Dave Walters
Behavioral Marketing: Delivering Personalized Experiences At Scale
Cover
Title Page
Copyright
Foreword
Acknowledgments
The Behavioral Marketing Manifesto
Part One: Getting Started with Behavioral Marketing
Chapter 1: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All
Dave Who?
Why Behavioral Marketing?
Definitions We Should Cover Upfront
Behavioral Marketing Campaigns You've Seen in Everyday Life
Relevance Trumps Privacy under 35—Every. Single. Time.
Conclusion
Chapter 2: Where Are You on the Behavioral Marketing Spectrum?:
Defining Your Now
Tackling Channels One at a Time
Building Your Behavioral Marketing Quotient
What About Your Organization?
Technology Is Absolutely Your Friend
Conclusion
Chapter 3: Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win
Roles, Job Titles, and Getting Things Done
The Art and the Science of Marketing
Hiring for Potential
And Finally, Your Technology Stack
Part Two: Putting Behavioral Marketing Into Action
Chapter 4: Pacing Yourself: Behavioral Marketing at the Speed of Business
Taking on Behavioral Marketing at Any Role
At the Speed of Business
Chapter 5: Bringing Behavioral Marketing to Life in the Real World
The “Next Six” Methodology
Reasons We Fail
Chapter 6: Upping Your Content Game: Educating Customers Throughout the Entire Cycle
Prospect Nurturing
Retention/Loyalty
Postpurchase Content
So Whose Job Is It?
Conclusion
Chapter 7: Customer Journey Mapping: Putting Yourself in the Customer's Shoes
The Current State of Customer Journey Mapping
Starting with the Big Three
Four Steps to Greatness
Chapter 8: Channel-Level Planning: Delivering Insane Relevance Every Time
Email
Direct Mail
Sales
Call Center
Social Networks
Mobile Applications
Chapter 9: Data Capture and Hygiene: You’re Only as Good as Your Database
Science versus Art
Why You? Why Now?
Data at the Speed of Business
Hygiene or Capture First?
Five Key Tactics
Conclusion
Chapter 10: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever
Segments Matter
Logic, Queries, and Data, Oh My
Automating for Epic Scale
Great Creative Matters More Than Ever
Chapter 11: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel
The History of Serious Mobile
Email versus SMS versus Apps
The Fragmentation of Communication Itself
Conclusion
Chapter 12: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts
Mixing the Right Channels
Five Deeper Views
Being Your Own Harshest Critic
Scoring: The Holy Grail of Objective Measurement
Conclusion
Part Three: Success Beyond the Behavioral Marketing Basics
Chapter 13: It's All About the Team: Staffing the Right Players to Succeed
The Marketer Persona
Two Key Traits: Potential and Grit
Making Great Marketing Managers
Chapter 14: Managing Upwards: Socialize If You Must, Prove Results Every Time
Seeing the Tree among the Forest
Where to Begin When You're Alone
Plan Less, Experiment More, and Document Everything
Knowing You've Won or Lost
Conclusion
Chapter 15: Best Friend Brands: Becoming Indispensable to Your Customer
My Best Friend Brands
Conclusion
Chapter 16: Riding the Wave: Career Success Powered by Behavioral Marketing
A Dude Named Rand
Your Personal Brand
It's All About the Benjamins
And Finally, Getting Yourself Promoted
Chapter 17: Closing Thoughts and the Power of Actions
Index
End User License Agreement
Search in book...
Toggle Font Controls
Playlists
Add To
Create new playlist
Name your new playlist
Playlist description (optional)
Cancel
Create playlist
Sign In
Email address
Password
Forgot Password?
Create account
Login
or
Continue with Facebook
Continue with Google
Sign Up
Full Name
Email address
Confirm Email Address
Password
Login
Create account
or
Continue with Facebook
Continue with Google
Prev
Previous Chapter
Behavioral Marketing
Next
Next Chapter
Copyright
Behavioral Marketing
Delivering Personalized Experiences at Scale
Dave Walters
Add Highlight
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click
here
login for view all page.
Day Mode
Cloud Mode
Night Mode
Reset