000			04597cam a22003858i 4500
001			ocn906937037
003			APU
005			20220919095257.0
007			cr |||
008			220919s2015 nju s 001 0 eng
010			_a2015013811
020			_a9781119037361 (hardback)
020			_a9781119175803
020			_a1119175801
020			_a9781119037323
020			_a1119037328
020			_z9781119037330
020			_z1119037336
035			_a(OCoLC)906937037
040			_aDLC _beng _cAPU _dSF
050			_aHF5415 _b.A78 2015
100	1		_aArtun, Omer, _d1969- _948216
245	1	0	_aPredictive marketing _beasy ways every marketer can use customer analytics and big data / _cOmer Artun, Dominique Levin.
260			_aHoboken : _bWiley, _cc2015.
300			_axxii, _b246 pages ; _c24 cm.
500			_aIncludes index.
505	0		_aPart 1: A Complete Predictive Marketing Primer. Big Data and Predictive Analytics Are Now Easily Accessible to All Marketers -- An Easy Primer to Predictive Analytics for Marketers -- Get to Know Your Customers First: Build Complete Customer Profiles -- Managing Your Customers as a Portfolio to Improve Your Valuation -- Part 2: Nine Easy Plays to Get Started with Predictive Marketing. Play One: Optimize Your Marketing Spending Using Customer Data -- Play Two: Predict Customer Personas and Make Marketing Relevant Again -- Play Three: Predict the Customer Journey for Life Cycle Marketing -- Play Four: Predict Customer Value and Value-Based Marketing -- Play Five: Predict Likelihood to Buy or Engage to Rank Customers -- Play Six: Predict Individual Recommendations for Each Customer -- Play Seven: Launch Predictive Programs to Convert More Customers -- Play Eight: Launch Predictive Programs to Grow Customer Value -- Play Nine: Launch Predictive Programs to Retain More Customers -- Part 3: How to Become a True Predictive Marketing Ninja. An Easy-to-Use Checklist of Predictive Marketing Capabilities -- An Overview of Predictive (and Related) Marketing Technology -- Career Advice for Aspiring Predictive Marketers -- Privacy and the Difference Between Delightful and Invasive -- The Future of Predictive Marketing -- Appendix: Overview of Customer Data Types.
520			_a"Make 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. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations -- in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience"--
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Internet connectivity; World Wide Web browser.
650		0	_aMarketing.
700	1		_aLevin, Dominique, _d1971- _948217
942			_2lcc _cBook
956	4	0	_uhttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1002/9781119175803
999			_c383811 _d383811