Predictive Marketing - by Omer Artun & Dominique Levin (Hardcover)

About the Book

"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"--

Book Synopsis

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.

From the Back Cover

Predictive Marketing gives you everything you need to transform your organization from a product or channel focus, into customer centric marketing that maximizes lifetime value of each and every customer by delivering truly personalized experiences.

This nuts-and-bolts guidebook prepares you to leverage cutting edge machine-learning technologies and pragmatic data-driven approaches to improve customer acquisition and especially growth. Knowing customers' behaviors and preferences has always been the bread and butter of local merchants, but now it is possible for any marketer to build personal relationships at scale with an easy, automated program of predictive analytics. All the strategies, advice, and pitfalls to avoid can benefit marketers working for large corporations and small businesses, and you will see real-world examples where smaller organizations are leapfrogging their larger competitors with innovative programs.

This intuitively written book shows you how business understanding trumps math, and backs it up by giving you the tools and know-how to:

• Introduce predictive marketing to any-size organization
• Deliver a more-personalized customer experience
• Use data-driven approaches in the most effective way to transform your business
• Find products and channels that deliver the highest-value customers

The widespread application of big data and machine learning to marketing is causing a cultural shift in the way companies operate, and by mastering the subtle art of applying hard science as described inside Predictive Marketing, you can start adding value to the company today.

About the Author

ÖMER ARTUN, PhD is the founder and CEO of AgilOne. He aims to help marketers understand and predict customer behavior and make marketing personal again. He previously held executive roles in marketing at Best Buy, CDW and was a consultant with McKinsey & Company. He holds a PhD in Physics and Computational Neuroscience from Brown University.

DOMINIQUE LEVIN is a business and consumer marketing executive and an early adopter of data-driven marketing. Before building the marketing efforts of numerous startups, often from the ground up, she was an executive at Philips Consumer Electronics and Nippon Telegraph and Telephone. She holds an MBA with distinction from Harvard University.