Behavioral Marketing: Delivering Personalized Experiences At Scale

Behavioral Marketing: Delivering Personalized Experiences At Scale

by Dave Walters, Bill Nussey
Released August 2015
Publisher(s): Wiley
ISBN: 9781119076575

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Book 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.

    Table of contents

    1. Cover
    2. Title Page
    3. Copyright
    4. Foreword
    5. Acknowledgments
    6. The Behavioral Marketing Manifesto
    7. Part One: Getting Started with Behavioral Marketing
      1. Chapter 1: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All
        1. Dave Who?
        2. Why Behavioral Marketing?
        3. Definitions We Should Cover Upfront
        4. Behavioral Marketing Campaigns You've Seen in Everyday Life
        5. Relevance Trumps Privacy under 35—Every. Single. Time.
        6. Conclusion
      2. Chapter 2: Where Are You on the Behavioral Marketing Spectrum?:
        1. Defining Your Now
        2. Tackling Channels One at a Time
        3. Building Your Behavioral Marketing Quotient
        4. What About Your Organization?
        5. Technology Is Absolutely Your Friend
        6. Conclusion
      3. Chapter 3: Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win
        1. Roles, Job Titles, and Getting Things Done
        2. The Art and the Science of Marketing
        3. Hiring for Potential
        4. And Finally, Your Technology Stack
    8. Part Two: Putting Behavioral Marketing Into Action
      1. Chapter 4: Pacing Yourself: Behavioral Marketing at the Speed of Business
        1. Taking on Behavioral Marketing at Any Role
        2. At the Speed of Business
      2. Chapter 5: Bringing Behavioral Marketing to Life in the Real World
        1. The “Next Six” Methodology
        2. Reasons We Fail
      3. Chapter 6: Upping Your Content Game: Educating Customers Throughout the Entire Cycle
        1. Prospect Nurturing
        2. Retention/Loyalty
        3. Postpurchase Content
        4. So Whose Job Is It?
        5. Conclusion
      4. Chapter 7: Customer Journey Mapping: Putting Yourself in the Customer's Shoes
        1. The Current State of Customer Journey Mapping
        2. Starting with the Big Three
        3. Four Steps to Greatness
      5. Chapter 8: Channel-Level Planning: Delivering Insane Relevance Every Time
        1. Email
        2. Direct Mail
        3. Sales
        4. Call Center
        5. Social Networks
        6. Mobile Applications
      6. Chapter 9: Data Capture and Hygiene: You’re Only as Good as Your Database
        1. Science versus Art
        2. Why You? Why Now?
        3. Data at the Speed of Business
        4. Hygiene or Capture First?
        5. Five Key Tactics
        6. Conclusion
      7. Chapter 10: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever
        1. Segments Matter
        2. Logic, Queries, and Data, Oh My
        3. Automating for Epic Scale
        4. Great Creative Matters More Than Ever
      8. Chapter 11: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel
        1. The History of Serious Mobile
        2. Email versus SMS versus Apps
        3. The Fragmentation of Communication Itself
        4. Conclusion
      9. Chapter 12: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts
        1. Mixing the Right Channels
        2. Five Deeper Views
        3. Being Your Own Harshest Critic
        4. Scoring: The Holy Grail of Objective Measurement
        5. Conclusion
    9. Part Three: Success Beyond the Behavioral Marketing Basics
      1. Chapter 13: It's All About the Team: Staffing the Right Players to Succeed
        1. The Marketer Persona
        2. Two Key Traits: Potential and Grit
        3. Making Great Marketing Managers
      2. Chapter 14: Managing Upwards: Socialize If You Must, Prove Results Every Time
        1. Seeing the Tree among the Forest
        2. Where to Begin When You're Alone
        3. Plan Less, Experiment More, and Document Everything
        4. Knowing You've Won or Lost
        5. Conclusion
      3. Chapter 15: Best Friend Brands: Becoming Indispensable to Your Customer
        1. My Best Friend Brands
        2. Conclusion
      4. Chapter 16: Riding the Wave: Career Success Powered by Behavioral Marketing
        1. A Dude Named Rand
        2. Your Personal Brand
        3. It's All About the Benjamins
        4. And Finally, Getting Yourself Promoted
      5. Chapter 17: Closing Thoughts and the Power of Actions
    10. Index
    11. End User License Agreement

    Product information

    • Title: Behavioral Marketing: Delivering Personalized Experiences At Scale
    • Author(s): Dave Walters, Bill Nussey
    • Release date: August 2015
    • Publisher(s): Wiley
    • ISBN: 9781119076575