Description
Book SynopsisMake 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.
Table of ContentsIntroduction: 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 237
