Behavioral Marketing: Delivering Personalized Experiences at Scale Hardcover - 2015

From the rear cover

Selling customers on features, prices, and transactions is yesterday's strategy. To win over customers and convert them to brand evangelists requires delivering stellar customer experiences again and again to solidify a long-term relationship. How? By knowing Behavioral Marketing.

Consumers go through up to 70% of the buying process before interacting with a brand, which means understanding how they make purchasing decisions is essential to capturing their business. Data-driven marketing is the key to quantifying consumer actions, clicks, and behaviors to adapt your marketing efforts to their preferences. Within the pages of this dependable resource are the secrets to improving inconsistent marketing processes and becoming more "revenue predictable," which will benefit marketers in most businesses in every industry. The engaging, conversational writing style packs all the critical vocabulary, technological advances, and cutting"edge strategies into succinct chapters that both walk you through developing a complete behavioral-marketing plan and serve as a convenient go-to reference for everyday use. Start generating more revenue from happier customers your first day by:

• Determining where your marketing approach is today, the potential it has going forward, and the technologies and path you need to take to get there
• Learning the customer journey and how to educate your customers along the entire way
• Mastering every channel to influence the buying process, including understanding the strengths and weaknesses of each channel in various industries
• Using data-driven personalization to boost response rates and add business value
• Creating campaigns with greater audience segmentation, timely automation, and stunning creative
• Becoming indispensible to your customers
• And much more!

To bring content to life throughout the book, this practitioner's guide features case studies spotlighting the successes and challenges experienced by other marketing pros coupled with key lessons learned so you can more easily share in their triumphs and avoid their pitfalls.

From the jacket flap

Selling customers on features, prices, and transactions is yesterday's strategy. To win over customers and convert them to brand evangelists requires delivering stellar customer experiences again and again to solidify a long-term relationship. How? By knowing Behavioral Marketing.

Consumers go through up to 70% of the buying process before interacting with a brand, which means understanding how they make purchasing decisions is essential to capturing their business. Data-driven marketing is the key to quantifying consumer actions, clicks, and behaviors to adapt your marketing efforts to their preferences. Within the pages of this dependable resource are the secrets to improving inconsistent marketing processes and becoming more "revenue predictable," which will benefit marketers in most businesses in every industry. The engaging, conversational writing style packs all the critical vocabulary, technological advances, and cutting"edge strategies into succinct chapters that both walk you through developing a complete behavioral-marketing plan and serve as a convenient go-to reference for everyday use. Start generating more revenue from happier customers your first day by:

• Determining where your marketing approach is today, the potential it has going forward, and the technologies and path you need to take to get there
• Learning the customer journey and how to educate your customers along the entire way
• Mastering every channel to influence the buying process, including understanding the strengths and weaknesses of each channel in various industries
• Using data-driven personalization to boost response rates and add business value
• Creating campaigns with greater audience segmentation, timely automation, and stunning creative
• Becoming indispensible to your customers
• And much more!

To bring content to life throughout the book, this practitioner's guide features case studies spotlighting the successes and challenges experienced by other marketing pros coupled with key lessons learned so you can more easily share in their triumphs and avoid their pitfalls.