INNE EBOOKI AUTORA
Koszyk
Marketing Automation
Towards Artificial Intelligence and Hyperpersonalization
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Format:
epub, mobi, ibuk
During the COVID-19 pandemic, 76 percent of customers permanently changed their buying patterns, McKinsey found in their report. That brings great challenges for marketers, including the need to restore true trusting relationships with each and every customer. This cannot be done without proper knowledge and technology.
This book was written to comprehensively describe this new world for marketers, entrepreneurs and managers, so that they can deliver value and build their competitive position with better results. It sets the context for today’s marketers and then, step by step, exemplifies practically how new technologies may be used to readapt familiar marketing tools.
| Rok wydania | 2022 |
|---|---|
| Liczba stron | 192 |
| Kategoria | Marketing, reklama |
| Wydawca | Wydawnictwo Naukowe PWN |
| ISBN-13 | 978-83-01-22237-6 |
| Numer wydania | 1 |
| Język publikacji | angielski |
| Informacja o sprzedawcy | ePWN sp. z o.o. |
POLECAMY
Ciekawe propozycje
Spis treści
| Introduction | 11 |
| Marketing autoMation philosophy | 13 |
| 1. Marketer’s new challenges | 15 |
| Mobile first | 18 |
| An even newer consumer | 21 |
| Hyper-personalization | 24 |
| GDPR and user tracking | 26 |
| The end of the cookie era | 29 |
| Transparency in data collection | 30 |
| 2. Two revolutions in marketing 31 | |
| Processes and codification of knowledge | 32 |
| Big Data, machine learning and artificial intelligence | 34 |
| 3. Who are we and why was this book written? | 37 |
| 4. Artist’s shit – excuse my language, but it actually happened | 39 |
| Part I Revolution 1.0 a few words about the codification of processes in Marketing41 | |
| 5. From sales funnel automation to AI – the story of automation platforms | 43 |
| Automation in B2B and B2C | 43 |
| When everyone follows #marketingautomation | 46 |
| Focus on customer data | 47 |
| Marketing Automation versus Customer Data Platform | 50 |
| 6. The most important functions of the Marketing Automation system, namely the foundations of Revolution 1.0 | 56 |
| Anonymous identification and 360-degree profiles | 56 |
| Automatic contact segmentation | 60 |
| Events, conditions, actions | 64 |
| Single channel, multi-channel, omnichannel | 66 |
| 1-1 personalization and dynamic content | 68 |
| A smarter outbound | 69 |
| Cross-channel analytics | 72 |
| 7. Marketing automation: facts and myths 75 | |
| Marketing automation is an area exclusively for marketers | 75 |
| Marketing Automation is just software | 77 |
| You don’t have a customer base – automation is the best solution | 78 |
| Marketing Automation is only for the largest companies | 80 |
| If you want a good implementation, hire an agency | 82 |
| Part II Revolution 2.0 how big data shapes Marketing 85 | |
| 8. Taming Big Data | 87 |
| The 7 Vs of Big Data | 89 |
| The modern Big Data market | 92 |
| Big Data trends | 94 |
| 9. Why does Google know better? And doesn’t it know too much? 97 | |
| 10. Information chaos 100 | |
| 11. Correlation instead of causality 102 | |
| 12. Everything is data 106 | |
| 13. The algorithm will choose a series and compose a playlist for you | 108 |
| 14. Data as company capital 111 | |
| 15. The use of Big Data in marketing 114 | |
| How it’s working? How is the data collected? | 115 |
| What data can I collect and what should I collect? | 119 |
| Data ethics | 121 |
| Part III ArtificiAl intelligence in mArketing | 123 |
| 16. A brief history of algorithms and machine learning 125 | |
| 17. Machine learning or artificial intelligence | 127 |
| 18. What artificial intelligence can do | 129 |
| 19. What artificial intelligence cannot do and will it be able to do? | 132 |
| 20. Should we be afraid of artificial intelligence? | 136 |
| 21. Types of machine learning algorithms and their application in marketing 138 | |
| Collaborative filtering | 139 |
| Neural networks | 142 |
| Deep learning | 143 |
| Regression algorithms | 145 |
| Decision trees | 146 |
| 22. Artificial intelligence in marketing 147 | |
| Chatbots | 148 |
| Better, personalized search results | 149 |
| Virtual assistant | 151 |
| Automated e-mail | 153 |
| Database segmentation | 155 |
| Welcome and birthday coupons | 156 |
| Push notifications | 158 |
| Product recommendations | 160 |
| Video Body Language Monitoring | 161 |
| 23. Machine learning limitations 164 | |
| Part IV A new way of Marketing technologies | 165 |
| 24. Personalization versus hyper-personalization | 167 |
| 25. A new approach to measuring efficiency in e-commerce | 171 |
| 26. Deep Behavioral Profiling 173 | |
| 27. How to build an offer based on data that is not yet available 175 | |
| 28. Marketing based on artificial intelligence predictions | 177 |
| Prediction of the customer’s life value | 178 |
| Purchase prediction | 180 |
| Churn prediction | 181 |
| Prediction of the optimal time and communication channel | 183 |
| Bibliography | 185 |
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