ISBN-10:
1119076579
ISBN-13:
9781119076575
Pub. Date:
08/24/2015
Publisher:
Wiley
Behavioral Marketing: Delivering Personalized Experiences at Scale / Edition 1

Behavioral Marketing: Delivering Personalized Experiences at Scale / Edition 1

by Dave Walters, Bill Nussey
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Product Details

ISBN-13: 9781119076575
Publisher: Wiley
Publication date: 08/24/2015
Pages: 256
Product dimensions: 6.10(w) x 9.10(h) x 1.00(d)

About the Author

DAVE WALTERS is a digital marketing evangelist at Silverpop, an IBM-owned 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.

Table of Contents

Foreword by Bill Nussey ix

Acknowledgments xv

The Behavioral Marketing Manifesto xvii

Part ONE GETTING STARTED WITH BEHAVIORAL MARKETING

1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 3

2 Where Are You on the Behavioral Marketing Spectrum? 15

3 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23

Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION

4 Pacing Yourself: Behavioral Marketing at the Speed of Business 37

5 Bringing Behavioral Marketing to Life in the Real World 45

6 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 57

7 Customer Journey Mapping: Putting Yourself in the Customer’s Shoes 69

8 Channel-Level Planning: Delivering Insane Relevance Every Time 83

9 Data Capture and Hygiene: You’re Only as Good as Your Database 119

10 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 135

11 Behaviors and Mobile: Yes, It’s Radically Different Than Every Other Channel 149

12 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157

Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS

13 It’s All About the Team: Staffing the Right Players to Succeed 177

14 Managing Upwards: Socialize If You Must, Prove Results Every Time 183

15 Best Friend Brands: Becoming Indispensable to Your Customer 189

16 Riding the Wave: Career Success Powered by Behavioral Marketing 207

17 Closing Thoughts and the Power of Actions 213

Index 219

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