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Analytics Strategies for Building a Customer-First Company

Brett E. House (Autor)

Buch | Hardcover

240 Seiten

2016
Pearson FT Press (Verlag)
978-0-13-417423-5 (ISBN)

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Building a winning customer strategy requires a solid marketing analytics foundation, one that will provide plenty of insights into customer profiles, segmentation, opportunities for personalization, and predictive marketing capabilities, but sadly, very few organizations are set up for success in this area.50% of businesses have a poor view of Marketing analytics' contribution, therefore a poor view of Marketing's impact on the businessOnly 33% of businesses are quantifiably proving the business impact (short and long term) of their marketing budgetsThere is currently a decreasing trend of businesses, including CMOs, of using analytics to support their marketing efforts, which is self-defeating for the marketing leadership, and detrimental to the businesses they represent80% of companies don't make data-driven marketing decisions (and those who do are the leaders)57% of companies don't use a centralized database to track and analyze their marketing campaigns.This book examines just how hard it is for companies to deliver the experience customers are expecting and offers a strategy and method to help businesses incorporate a unified- customer strategy into their key business objectives, product strategies, and channel/media goals. Readers will learn what needs to happen organizationally, strategically, technologically, and analytically to implement a customer-first strategy. They will learn how to create the right customer experience, from early awareness to acquisition and advocacy, and how to set themselves up to be market leaders.

Brett House has over 14 years of digital marketing strategy, data-driven customer acquisition, loyalty and brand marketing, campaign management, lead generation, marketing automation, yield management, and marketing analytics experience working for companies of all sizes, from breakneck-paced start-ups to some of the largest brands in the country. Over the course of his career, House has built and run successful b2c and b2b marketing programs for organizations such as TiqIQ.com, USA TODAY and GANNETT, Fanatics.com, Unicast (now Sizmek), MediaWhiz, The New York Yankees, Chrysler, Toyota, JCPenney, Kohl's, Hilton, Barnes & Noble, The New Jersey Devils, Yves Rocher, and Hickory Farms. House's hands-on expertise spans all online and mobile channels including programmatic/display, paid search, mobile app acquisition, affiliate marketing, email, social media, SEO, and content marketing. House holds an MBA in Marketing and International Management from Boston University and lives just outside New York City with his wife and two wild and wonderful boys.

Section 1: A Story of Change: The Customer, Marketing, and the CMOChapter 1 - The Customer: Past to presentChapter 2 - Marketing: Past to presentChapter 3 - The CMO: Past to present Section 2: Succeeding In The Eye Of the CustomerChapter 4 - The Customer Experience GapChapter 5 - Bridging the Gap Section 3: Taking Action From Analytics To Marketing Chapter 6 - Understanding Big 'Customer' DataChapter 7 - Acting On Your InsightsChapter 8 - Staying Ahead Of The Curve Chapter 9 - The Importance of OmnichannelChapter 10 - Building A Customer-Centric Marketing PlanChapter 11 - Proving It Works Chapter 12 - In Conclusion

Verlagsort	NJ
Sprache	englisch
Maße	152 x 229 mm
Gewicht	1000 g
Themenwelt	Mathematik / Informatik ► Informatik ► Datenbanken
	Informatik ► Office Programme ► Outlook
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	0-13-417423-2 / 0134174232
ISBN-13	978-0-13-417423-5 / 9780134174235
Zustand	Neuware