Behavioral Marketing by Dave Walters, Hardcover, 9781119076575 | Buy online at The Nile
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Behavioral Marketing

Delivering Personalized Experiences at Scale

Author: Dave Walters and Bill Nussey  

Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies.

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Summary

Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies.

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Description

Grow revenue by leveraging behavioral marketing during your next campaign

Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing—including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization—and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secrets to improving processes and becoming more 'revenue predictable'—things that benefit businesses in virtually any industry. Additionally, this book provides you with case studies that spotlight the successes and challenges experienced by other marketing pros, and offer up key lessons to assist you in sharing their triumphs and avoiding their pitfalls.

Behavioral marketing, a term first coined in 2008, has become increasingly important as digital marketing tactics have becoming increasingly popular. This particular facet of marketing focuses on responding to the actions, clicks, and behaviors of both current and prospective customers—and allows you to use this data to adapt your marketing efforts to customer preferences. The results of this dynamic marketing approach are often a more predictable revenue stream and a more efficient marketing department, both of which any business would welcome!

  • Understand the key principles of behavioral marketing
  • Create a more 'revenue predictable' business environment
  • Examine case studies across multiple industries
  • Discover how to achieve revenue growth and process efficiencies with the right behavioral marketing tactics

Behavioral Marketing is a unique resource that brings value and insight to all marketing professionals using digital marketing tactics.

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About the Author

DAVE WALTERS is a digital marketing evangelist at Silverpop, an IBM&#45owned software company focused on helping marketers transform the customer experience. He is a 20-year digital marketing veteran with a career split almost equally among Fortune 50 corporations, Top 5 interactive agencies and, most recently, the technology start-up world. He most often works with cross-functional stakeholders to bridge the organizational gaps between marketing, IT, operations and executive management.

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Back Cover

Grow Revenue and Convert More Customers through Customization and Automation Behavioral Marketing gives motivated marketers a single-source guide to using the most advanced, up-to-date marketing tactics to grow revenue and create process efficiencies. In this data-driven world, you need a mastery of digital-marketing tactics to deliver the customized marketing campaigns that capture today's savvy customers. This hands-on resource gives you everything you need to develop a comprehensive, sophisticated marketing plan and quantify the results to prove your success. From defining the key principles of behavioral marketing--including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization--to demonstrating how to fix highly inefficient processes while implementing your next marketing campaign, this game-changing tool enables you to: Understand and effectively implement the key principles of behavioral marketing Increase the business contribution of your marketing department by generating predictable revenue Gain significant insight and competitive advantage by examining case studies across multiple industries Achieve remarkable revenue growth and exponential conversions by improving the way you approach marketing Because marketing doesn't happen in a vacuum, the entire third part of the book is dedicated to navigating the realities of using behavioral marketing, including staffing the right team, how to introduce data-driven strategies to an existing team, building your personal brand and getting promoted, and real-world examples of what success looks like from leading companies. From planning to executing to quantifying to modifying for higher conversions, Behavioral Marketing can be the cornerstone of a prosperous marketing career today and into the future.

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More on this Book

Grow Revenue and Convert More Customers through Customization and Automation Behavioral Marketing gives motivated marketers a single-source guide to using the most advanced, up-to-date marketing tactics to grow revenue and create process efficiencies. In this data-driven world, you need a mastery of digital-marketing tactics to deliver the customized marketing campaigns that capture todays savvy customers. This hands-on resource gives you everything you need to develop a comprehensive, sophisticated marketing plan and quantify the results to prove your success. From defining the key principles of behavioral marketing including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization to demonstrating how to fix highly inefficient processes while implementing your next marketing campaign, this game-changing tool enables you to: Understand and effectively implement the key principles of behavioral marketing Increase the business contribution of your marketing department by generating predictable revenue Gain significant insight and competitive advantage by examining case studies across multiple industries Achieve remarkable revenue growth and exponential conversions by improving the way you approach marketing Because marketing doesnt happen in a vacuum, the entire third part of the book is dedicated to navigating the realities of using behavioral marketing, including staffing the right team, how to introduce data-driven strategies to an existing team, building your personal brand and getting promoted, and real-world examples of what success looks like from leading companies. From planning to executing to quantifying to modifying for higher conversions, Behavioral Marketing can be the cornerstone of a prosperous marketing career today and into the future.

Read more

Product Details

Publisher
John Wiley & Sons Inc
Published
9th October 2015
Pages
256
ISBN
9781119076575

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