Marketing Automation

Autor:: Grzegorz Błażewicz

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Marketing Automation Grzegorz Błażewicz - okladka książki

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Wydawnictwo:: Wydawnictwo Naukowe PWN
Ocena:: Bądź pierwszym, który oceni tę książkę
Stron:: 192
Dostępne formaty:: ePub

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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 todays marketers and then, step by step, exemplifies practically how new technologies may be used to readapt familiar marketing tools.

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Szczegóły książki

ISBN Ebooka:: 978-83-012-2237-6, 9788301222376
Data wydania ebooka :: 2022-06-08 Data wydania ebooka często jest dniem wprowadzenia tytułu do sprzedaży i może nie być równoznaczna z datą wydania książki papierowej. Dodatkowe informacje możesz znaleźć w darmowym fragmencie. Jeśli masz wątpliwości skontaktuj się z nami sklep@onepress.pl.
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Kategorie:
Marketing

Spis treści książki

Cover
Title page
Copyright page
Table of contents
Dedication
Introduction
Marketing automation philosophy
- 1. Marketers new challenges
  - Mobile first
  - An even newer consumer
  - Hyper-personalization
  - GDPR and user tracking
  - Transparency in data collection
- 2. Two revolutions in marketing
  - Processes and codification of knowledge
  - Big Data, machine learning and artificial intelligence
- 3. Who are we and why was this book written?
- 4. Artists shit Excuse my language, but it actually happened
Part I. Revolution 1.0. A few words about the codification of processes in marketing
- 5. From sales funnel automation to AI the story of automation platforms
  - Automation in B2B and B2C
  - When everyone follows #marketingautomation
  - Focus on customer data
  - Marketing Automation versus Customer Data Platform
- 6. The most important functions of the Marketing Automation system, namely the foundations of Revolution 1.0
  - Anonymous identification and 360-degree profiles
  - Automatic contact segmentation
  - Events, conditions, actions
  - Single channel, multi-channel, omnichannel
  - 1-1 personalization and dynamic content
  - A smarter outbound
  - Cross-channel analytics
- 7. Marketing automation: facts and myths
  - Marketing automation is an area exclusively for marketers
  - Marketing Automation is just software
  - You dont have a customer base automation is the best solution
  - Marketing Automation is only for the largest companies
  - If you want a good implementation, hire an agency
Part II. Revolution 2.0. How Big Data shapes marketing
- 8. Taming Big Data
  - The 7 Vs of Big Data
  - The modern Big Data market
  - Big Data trends
- 9. Why does Google know better? And doesnt it know too much?
- 10. Information chaos
- 11. Correlation instead of causality
- 12. Everything is data
- 13. The algorithm will choose a series and compose a playlist for you
- 14. Data as company capital
- 15. The use of Big Data in marketing
  - How its working? How is the data collected?
  - Data ethics
Part III. Artificial intelligence in marketing
- 16. A brief history of algorithms and machine learning
- 17. Machine learning or artificial intelligence
- 18. What artificial intelligence can do
- 19. What artificial intelligence cannot do and will it be able to do?
- 20. Should we be afraid of artificial intelligence?
- 21. Types of machine learning algorithms and their application in marketing
  - Collaborative Filtering
  - Neural networks
  - Deep learning
  - Regression algorithms
- 22. Artificial intelligence in marketing
  - Chatbots
  - Better, personalized search results
  - Virtual assistant
  - Database segmentation
  - Welcome and birthday coupons
  - Push notifications
  - Product recommendations
  - Video Body Language Monitoring
- 23. Machine learning limitations
Part IV. A new way of marketing technologies
- 24. Personalization versus hyper-personalization
- 25. A new approach to measuring efficiency in e-commerce
- 26. Deep Behavioral Profiling
- 27. How to build an offer based on data that is not yet available
- 28. Marketing based on artificial intelligence predictions
  - Prediction of the customers life value
  - Purchase prediction
  - Churn prediction
  - Prediction of the optimal time and communication channel
Bibliography
Footnotes