Predictive marketing : easy ways every marketer can use customer analytics and big data

271 Pages·2015·3.17 MB·English

Predictive
Marketing

Predictive
Marketing
Easy Ways Every Marketer
Can Use Customer Analytics
and Big Data
Ömer Artun, PhD
Dominique Levin
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LibraryofCongressCataloging-in-PublicationData:
Artun,Omer,1969–
Predictivemarketing:easywayseverymarketercanusecustomeranalyticsandbigdata/
OmerArtun,DominiqueLevin.
pagescm
Includesindex.
ISBN978-1-119-03736-1(hardback)
ISBN978-1-119-03732-3(ePDF)
ISBN978-1-119-03733-0(ePub)
1.Marketing. I.Levin,Dominique,1971– II.Title.
HF5415.A74582015
658.8—dc23
2015013473
Coverimage:Wiley
Coverdesign:AbstractShoppers©MaciejNoskwoski/GettyImages
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
Dedicated to
My darling wife Dr. Burcak Artun for always believing in me
Ömer Artun
My husband Eilam Levin without whom it would not be worthwhile
Dominique Levin

CONTENTS
Introduction: Who Should Read This Book ix
PART 1 A Complete Predictive Marketing Primer 1
Chapter 1 Big Data and Predictive Analytics Are Now
Easily Accessible to All Marketers 3
Chapter 2 An Easy Primer to Predictive Analytics
for Marketers 23
Chapter 3 Get to Know Your Customers First: Build
Complete Customer Profiles 43
Chapter 4 Managing Your Customers as a Portfolio
to Improve Your Valuation 63
PART 2 Nine Easy Plays to Get Started with
Predictive Marketing 75
Chapter 5 Play One: Optimize Your Marketing Spending
Using Customer Data 77
Chapter 6 Play Two: Predict Customer Personas and
Make Marketing Relevant Again 93
Chapter 7 Play Three: Predict the Customer Journey
for Life Cycle Marketing 103
Chapter 8 Play Four: Predict Customer Value and
Value-Based Marketing 115
Chapter 9 Play Five: Predict Likelihood to Buy or Engage
to Rank Customers 123
vii
viii Contents
Chapter 10 Play Six: Predict Individual Recommendations
for Each Customer 137
Chapter 11 Play Seven: Launch Predictive Programs
to Convert More Customers 145
Chapter 12 Play Eight: Launch Predictive Programs
to Grow Customer Value 155
Chapter 13 Play Nine: Launch Predictive Programs
to Retain More Customers 169
PART 3 How to Become a True Predictive
Marketing Ninja 183
Chapter 14 An Easy-to-Use Checklist of Predictive
Marketing Capabilities 185
Chapter 15 An Overview of Predictive (and Related)
Marketing Technology 197
Chapter 16 Career Advice for Aspiring Predictive Marketers 209
Chapter 17 Privacy and the Difference Between Delightful
and Invasive 215
Chapter 18 The Future of Predictive Marketing 221
Appendix: Overview of Customer Data Types 229
Index 237