Read Books Online and Download eBooks, EPub, PDF, Mobi, Kindle, Text Full Free.
Von Data Driven Zu People Based Marketing
Download Von Data Driven Zu People Based Marketing full books in PDF, epub, and Kindle. Read online Von Data Driven Zu People Based Marketing ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!
Book Synopsis Von Data-driven zu People-based Marketing by : Marco Hassler
Download or read book Von Data-driven zu People-based Marketing written by Marco Hassler and published by MITP-Verlags GmbH & Co. KG. This book was released on 2021-08-23 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: • Zeitgemäßes und personenzentriertes Marketing ohne Cookies: von Data-driven zu People-based Marketing • First-Party Daten und Customer Data Platforms: von der Sammlung von Nutzerdaten über die kanalübergreifende Identifikation der Nutzer bis hin zur Erfolgsmessung • Customer Journeys mit Always-on Marketing-Programmen orchestrieren: die richtige Botschaft zum richtigen Zeitpunkt an die richtige Person People-based Marketing ist als Evolution von Data-driven Marketing die nächste Stufe im digitalen Marketing. Es löst kanalspezifische Kampagnen, Daten in Silos und nicht konsistente Kundenerlebnisse ab, fokussiert sich stattdessen komplett auf den Nutzer und schafft die Grundlage für eine vertrauensvolle Beziehung in einer Privacy First Ära. Anhand eines übergreifenden Nutzerprofils und geeigneter Technologie lässt sich damit die richtige Botschaft zum richtigen Zeitpunkt an die richtige Person liefern. In diesem Buch zeigt Marco Hassler praxisnah, wie People-based Marketing Schritt für Schritt umgesetzt werden kann: • die Sammlung von Nutzerdaten mit der Identifika-tion des Nutzers über alle Kanäle hinweg • die Einholung von Zustimmungen in einem herausfordernden datenschutzrechtlichen Umfeld • die Marketing-Technologie und -Architektur, die dafür notwendig ist • die Gestaltung gesamter Marketing-Programme auf Basis einer Inbound- und Always-on-Philosophie Den Abschluss bildet die Erfolgsmessung von Maßnahmen für ein gelungenes People-based Marketing. Aus dem Inhalt: Teil I: Customer Centricity • Personas und Customer • Journeys • Macro-Journeys und Micro-Moments • Motivationsräume und Touchpoints Teil II: Daten • Datensammlung und -auswertung • Geräte- und kanalübergreifende Nutzerprofile • Cookies, Fingerprinting, IDFA • First-Party Datenstrategie Teil III: Technologie • Customer Data Platform, Identity Graph, Consent Management • DMP, DSP, SSP Teil IV: Zusammenführung und Anwendung • Inbound, Always-On, Micro-Moments, Happy Flows • Nurtures und Marketing • Automation • Scoring und Künstliche Intelligenz • Journey Analytics
Book Synopsis From Data-Driven to People-Based Marketing by : Marco Hassler
Download or read book From Data-Driven to People-Based Marketing written by Marco Hassler and published by . This book was released on 2021-08-23 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: With First-Party Data, MarTech and Customer Centricity to Marketing on Steroids As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks up siloed data, and heals inconsistent customer experiences. Furthermore, it focuses entirely on the person, builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time. Succeeding in marketing in a cookieless world: From data-driven to people-based marketing First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection Orchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric, automated, and AI-supported nurtures In this book, the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data, the identification of the user across all channels in a challenging privacy-first era, the MarTech stack required, to the design of micro-moment journeys and entire marketing programs - all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era.
Book Synopsis Data-Driven Marketing by : Mark Jeffery
Download or read book Data-Driven Marketing written by Mark Jeffery and published by John Wiley & Sons. This book was released on 2010-02-08 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
Book Synopsis Data Driven Marketing For Dummies by : David Semmelroth
Download or read book Data Driven Marketing For Dummies written by David Semmelroth and published by John Wiley & Sons. This book was released on 2013-10-07 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Embrace data and use it to sell and market your products Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently. Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you) Tips on using data to predict customer purchasing behavior based on past performance Using customer data and marketing analytics to predict when customers will purchase certain items Information on how data collected can help with merchandise planning Breaking down customers into segments for easier market targeting Building a 360 degree view of a customer base Data Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.
Book Synopsis The Big Data-Driven Business by : Russell Glass
Download or read book The Big Data-Driven Business written by Russell Glass and published by John Wiley & Sons. This book was released on 2014-11-24 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.
Book Synopsis Antitrust in Data Driven Markets & Legal Framework for Influencers, Native Advertising and Control over the Use of AI in Marketing by : Bruce Kilpatrick
Download or read book Antitrust in Data Driven Markets & Legal Framework for Influencers, Native Advertising and Control over the Use of AI in Marketing written by Bruce Kilpatrick and published by Springer Nature. This book was released on 2022-12-07 with total page 463 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers contributions from a broad range of jurisdictions, written by practitioners and academics alike, and offers an unparalleled comparative view of key issues in competition law, intellectual property and unfair competition law, with a specific focus on the use of personal data. The first part focuses on the role of competition law in shaping the digital economy. It discusses the use of personal data, the market power of platforms, the assessment of free services, and more broadly the responsibility of dominant companies in the smooth functioning of the digital economy. In turn, the second part sheds light on how the conduct of influencers, native advertising and the use of AI for marketing purposes can be controlled by the law, focusing on the use of personal data and the impact of behavioral advertising on consumers. In this regard, the book brings together the current legal responses across a number of European and other countries, all summarized and elaborated on in the form of two international reports. The LIDC is a long-standing international association that focuses on the interface between competition law and intellectual property law, including unfair competition issues.
Download or read book Trendology written by C. Kerns and published by Springer. This book was released on 2014-12-01 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this, the first data-driven guide to real time marketing, Chris Kerns outlines the value of RTM via a comprehensive social data performance analysis. He lays out best practices for measuring RTM, injects a data-driven mindset into every step of its methodology, and shows how marketers can grow RTM into a daily win for brands across the globe.
Download or read book Converted written by Neil Hoyne and published by National Geographic Books. This book was released on 2022-02-22 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: • Understand the full value of each relationship • Engage in an ongoing conversation with your best customers • Ask the right questions so you can anticipate your customers’ needs • Find more great customers A real person is always on the other end of the transaction. Converted shows you how to win their hearts.
Book Synopsis Winning with Data by : Tomasz Tunguz
Download or read book Winning with Data written by Tomasz Tunguz and published by John Wiley & Sons. This book was released on 2016-06-20 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: Crest the data wave with a deep cultural shift Winning with Data explores the cultural changes big data brings to business, and shows you how to adapt your organization to leverage data to maximum effect. Authors Tomasz Tunguz and Frank Bien draw on extensive background in big data, business intelligence, and business strategy to provide a blueprint for companies looking to move head-on into the data wave. Instrumentation is discussed in detail, but the core of the change is in the culture—this book provides sound guidance on building the type of organizational culture that creates and leverages data daily, in every aspect of the business. Real-world examples illustrate these important concepts at work: you'll learn how data helped Warby-Parker disrupt a $13 billion monopolized market, how ThredUp uses data to process more than 20 thousand items of clothing every day, how Venmo leverages data to build better products, how HubSpot empowers their salespeople to be more productive, and more. From decision making and strategy to shipping and sales, this book shows you how data makes better business. Big data has taken on buzzword status, but there is little real guidance for companies seeking everyday business data solutions. This book takes a deeper look at big data in business, and shows you how to shift internal culture ahead of the curve. Understand the changes a data culture brings to companies Instrument your company for maximum benefit Utilize data to optimize every aspect of your business Improve decision making and transform business strategy Big data is becoming the number-one topic in business, yet no one is asking the right questions. Leveraging the full power of data requires more than good IT—organization-wide buy-in is essential for long-term success. Winning with Data is the expert guide to making data work for your business, and your needs.
Book Synopsis The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements by : Corina Oprea
Download or read book The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements written by Corina Oprea and published by Springer Nature. This book was released on 2023-05-27 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found that compared to the no disclosure condition, “This is not a sponsored post” diminishes consumers’ purchase intention. Further, it can support that perceived source credibility relates positively to purchase intention and that the use of “#honestopinion” diminishes advertising perception. A central finding is the existence of an indirect positive mediation effect of the impartiality disclosure “#honestopinion”, advertising disclosure and trustworthiness on purchase intention. Lastly, this study can support that a consumer’s attachment to an influencer has a positive impact on that consumer’s purchase intention.
Book Synopsis Data Driven Marketing: Leverage Data to Increase Sales, Grow Profits, and Land More Customers by : Roger Bryan
Download or read book Data Driven Marketing: Leverage Data to Increase Sales, Grow Profits, and Land More Customers written by Roger Bryan and published by Roger Bryan. This book was released on 2017-04-17 with total page 1 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inside this book, Enfusen Founder Roger Bryan outlines everything you need to systematically implement data-driven marketing in your organization. You’ll learn how to implement a successful strategy the very first time based on CMO.com’s Five Phases of Data Driven Marketing. Gather Understand Decide and Automate Execute Test and Learn Roger Bryan spent three years working with hundreds of businesses on their “Modern Marketing Strategies” and discovered that the most successful businesses all had one thing in common: an understanding of how to leverage data in their marketing efforts. It doesn’t matter if you’re a marketing agency owner, a CMO, or even a college student looking for your first marketing internship, by the end of this book, you will be armed with an understanding of how data can make your life easier, and how data-driven marketing can make your campaigns more successful.
Book Synopsis Data-Driven Marketing by : Mark Jeffery
Download or read book Data-Driven Marketing written by Mark Jeffery and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: To paraphrase the old adage: Half of marketing dollars are effective, we just don t know which half! This book changes the marketing game so you ll really know what s working and what s not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability. John M. Boushy, former CEO, Ameristar Casinos, Inc. A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines. Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing. David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about and wants to improve upon the science of their craft. Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe WarehouseData-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Book Synopsis Advanced Digital Marketing Strategies in a Data-driven Era by : José Ramón Saura
Download or read book Advanced Digital Marketing Strategies in a Data-driven Era written by José Ramón Saura and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book offers a holistic overview of the main applications and uses of data sciences in digital marketing strategies and business models, analyzing the new strategies that influence digital marketing and offering insights related to the creation of innovative data-driven and knowledge discovery techniques applied to traditional and digital marketing strategies"--
Book Synopsis Data-Driven Personas by : Bernard J. Jansen
Download or read book Data-Driven Personas written by Bernard J. Jansen and published by Springer Nature. This book was released on 2022-05-31 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Data-driven personas are a significant advancement in the fields of human-centered informatics and human-computer interaction. Data-driven personas enhance user understanding by combining the empathy inherent with personas with the rationality inherent in analytics using computational methods. Via the employment of these computational methods, the data-driven persona method permits the use of large-scale user data, which is a novel advancement in persona creation. A common approach for increasing stakeholder engagement about audiences, customers, or users, persona creation remained relatively unchanged for several decades. However, the availability of digital user data, data science algorithms, and easy access to analytics platforms provide avenues and opportunities to enhance personas from often sketchy representations of user segments to precise, actionable, interactive decision-making tools—data-driven personas! Using the data-driven approach, the persona profile can serve as an interface to a fully functional analytics system that can present user representation at various levels of information granularity for more task-aligned user insights. We trace the techniques that have enabled the development of data-driven personas and then conceptually frame how one can leverage data-driven personas as tools for both empathizing with and understanding of users. Presenting a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes, we illustrate applying this framework via practical use cases in areas of system design, digital marketing, and content creation to demonstrate the application of data-driven personas in practical applied situations. We then present an overview of a fully functional data-driven persona system as an example of multi-level information aggregation needed for decision making about users. We demonstrate that data-driven personas systems can provide critical, empathetic, and user understanding functionalities for anyone needing such insights.
Book Synopsis Creating Value with Big Data Analytics by : Peter C. Verhoef
Download or read book Creating Value with Big Data Analytics written by Peter C. Verhoef and published by Routledge. This book was released on 2016-01-08 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
Book Synopsis Retailing in a SCM-perspective by : Herbert Kotzab
Download or read book Retailing in a SCM-perspective written by Herbert Kotzab and published by Copenhagen Business School Press DK. This book was released on 2005 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The book presents a cutting-edge SCM framework and integrates it with basic principles of operations, management and marketing. Out of this integration of standard marketing principles and innovative relationship marketing thinking comes new marketing strategic typologies and paradigms that promote the understanding of relationship dynamics and equips the reader with tools for identifying and implementing these strategies."
Book Synopsis DATA-DRIVEN MARKETING FOR STRATEGIC SUCCESS. by :
Download or read book DATA-DRIVEN MARKETING FOR STRATEGIC SUCCESS. written by and published by . This book was released on 2024 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
