Direct Digital Data Driven Marketing
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Direct Digital Data Driven Marketing
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Author : Lisa Spiller
language : en
Publisher: SAGE
Release Date : 2020-01-09
Direct Digital Data Driven Marketing written by Lisa Spiller and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-09 with Business & Economics categories.
In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.
Direct Digital And Data Driven Marketing
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Author : Lisa D. Spiller
language : en
Publisher:
Release Date : 2018
Direct Digital And Data Driven Marketing written by Lisa D. Spiller and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Direct marketing categories.
Digital. Mobile. Social media. The marketing world has been forever changed by these communication channels. They are the latest weapons in the arsenal of the tech-savvy organization. Through them, twenty-first century marketers can establish and nurture customer relationships, communicate with customers one to one, promote and build brands--the same objectives as the old corner grocer. The difference? These interactive mediums are lightning fast, allow for immediate customer response, and provide users with unprecedented tools to measure and analyze the effectiveness of their campaigns. Direct, Digital, and Data-Driven Marketing recognizes the growth of these various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This fourth edition takes an insightful, in-depth look at contemporary marketing concepts, strategies, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.
Advanced Digital Marketing Strategies In A Data Driven Era
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Author : Saura, Jose Ramon
language : en
Publisher: IGI Global
Release Date : 2021-06-25
Advanced Digital Marketing Strategies In A Data Driven Era written by Saura, Jose Ramon and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-25 with Business & Economics categories.
In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.
World Wide Data
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Author : Alfonso Asensio
language : en
Publisher: Business Expert Press
Release Date : 2017-12-18
World Wide Data written by Alfonso Asensio and has been published by Business Expert Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-18 with Business & Economics categories.
The world is currently in the midst of a data revolution. Consumers now inhabit a digital world and companies have no option but to follow them there. Governments are reviewing the rules of usage for consumer data in marketing and advertising in order to take advantage of the huge economic opportunity that the data driven economy represents. Companies, recognizing the opportunity, are hurrying to adapt by digitalizing their processes. They are putting pressure on their managers and working teams to learn how to make best use of the technology capabilities and their data resources. What is more, premier national companies have to compete in a global business field where their Silicon Valley-breed competitors have a substantial advantage in terms of digitalization and data usage. Written in plain English with illustrative examples and cases, this book is for the general manager who seeks a better grasp of this fast-changing business world and a better understanding of what will be required from he/she, not just now but in five years’ time.
Data Driven Marketing
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Author : Mark Jeffery
language : en
Publisher: John Wiley & Sons
Release Date : 2010-02-08
Data Driven Marketing written by Mark Jeffery and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-08 with Business & Economics categories.
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.
Data Driven Marketing Content
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Author : Lee Wilson
language : en
Publisher: Emerald Group Publishing
Release Date : 2019-06-19
Data Driven Marketing Content written by Lee Wilson and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-19 with Business & Economics categories.
This practical content guide empowers businesses to understand, identify and act on big-data opportunities, producing superior business insights for prolific marketing gains.
Data Driven Marketing For Dummies
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Author : David Semmelroth
language : en
Publisher: John Wiley & Sons
Release Date : 2013-09-20
Data Driven Marketing For Dummies written by David Semmelroth and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-20 with Business & Economics categories.
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 helpthem sell and market their products. Successful data analysis canhelp marketing professionals spot sales trends, develop smartermarketing campaigns, and accurately predict customer loyalty.Data Driven Marketing For Dummies helps companies useall the data at their disposal to make current customers moresatisfied, reach new customers, and sell to their most importantcustomer segments more efficiently. Identifying the common characteristics of customers who buy thesame products from your company (or who might be likely to leaveyou) Tips on using data to predict customer purchasing behaviorbased on past performance Using customer data and marketing analytics to predict whencustomers will purchase certain items Information on how data collected can help with merchandiseplanning Breaking down customers into segments for easier markettargeting Building a 360 degree view of a customer base Data Driven Marketing For Dummies assists marketingprofessionals at all levels of business in accelerating salesthrough analytical insights.
Connected Crm
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Author : David S. Williams
language : en
Publisher: John Wiley & Sons
Release Date : 2014-02-19
Connected Crm written by David S. Williams and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-19 with Business & Economics categories.
Praise for Connected CRM “Many books explore the subject of CRM. In this book the ‘m’ is for Marketing and David’s seasoned perspective indeed makes it a capital ‘M.’ Taking core direct response marketing techniques and moving beyond the simple use of data and analytics, he explores how today’s marketers can leverage advances in technology to create successful customer-centric business strategies.” —Ted Ward, VP of Marketing, GEICO “A must-read for CMOs, and more importantly CEOs, to simplify all the buzzwords around ‘big data’ and dimensionalize the organizational change necessary to become truly customer centric.” —Theresa McLaughlin, Chief Marketing and Communications Officer, Citizens Financial Group “Big Data, Social, and Cloud have become overused buzzwords with ambiguous meaning, but David brings to bear his years of industry leadership and experiences to break down today’s trends and opportunities in a practical, actionable fashion. A must-read for anyone who prefers profit over PowerPoint.” —Manish Bhatt, SVP and Chief Digital Officer, MetLife “In a data-rich world, consumers demand that marketers turn data into highly relevant and personal experiences—‘Don’t talk with me as a member of a segment, talk with me about how you will meet my unique expectations and solve my unique problems.’ For those of us who grew up in the marketing world of mass and broadcast, this is a tall order. Connected CRM helps marketers unpack customer centricity for their organizations, providing real insight into the development of a framework for enterprise customer centricity; a framework that promises true sustainable advantage.” —Tom Lamb, CMO, Lowe’s “Never before has customer data been more available, more necessary to build sales and loyalty, and more confusing to act on. David shows exactly what needs to be done. It’s about time. And we should all thank him. A lot!” —Steve Cone, EVP of Integrated Value and Strategy, AARP “The marketers who truly learn to harness the power of customer analytics and big data will take the spoils in an increasingly digital age. Those who don’t will quickly find themselves on a growing heap of failed marketing plans.” —Paul Guyardo, Chief Revenue and Marketing Officer, DIRECTV
Programmatic Advertising
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Author : Oliver Busch
language : en
Publisher: Springer
Release Date : 2015-11-26
Programmatic Advertising written by Oliver Busch and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-26 with Business & Economics categories.
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
From Data Driven To People Based Marketing
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Author : Marco Hassler
language : en
Publisher:
Release Date : 2021-08-23
From Data Driven To People Based Marketing written by Marco Hassler and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08-23 with categories.
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.