Zontee Hou

Data-Driven Personalization (eBook, ePUB)

How to Use Consumer Insights to Generate Customer Loyalty

• Format: ePub

Produktbeschreibung

Make your marketing truly resonate by personalizing every message, powered by data, research and behavioral economics.

To break through the noise, marketers today need to be hyper-relevant to their customers. To do that takes data and a deep understanding of your audience. Data-Driven Personalization breaks down the best ways to reach new customers and better engage your best customers. By combining principles of persuasion, behavioral economics and industry research, this book provides readers with an actionable blueprint for how to implement a customer-centric approach to marketing that will drive results.

The book is broken into six parts that detail everything from what data is most valuable for personalization to how to build a data-driven marketing team that's prepared for the next five years and beyond. Each chapter includes actionable insights to guide marketers as they implement a data-driven personalization approach to their strategy. The chapters also focus on hands-on tactics like identifying messages that will move the needle with customers, how to generate seamless omnichannel experiences and how to balance personalization with data privacy. The book features case studies from top brands, including FreshDirect, Target, Adobe, Cisco and Spotify.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 280
• Erscheinungstermin: 3. Mai 2024
• Englisch
• ISBN-13: 9781398614611
• Artikelnr.: 70482669

Autorenporträt

Zontee Hou is Founder of Media Volery, a digital marketing agency, and Managing Director of consultancy Convince & Convert. She has nearly 20 years of experience in the marketing industry and has advised organizations including the International Monetary Fund, Fidelity Investments, Indiana University and Caesars Entertainment. Hou has been a lecturer at Columbia University and The City College of New York, and she is a sought-after business speaker. She is based in Brooklyn, New York.

Inhaltsangabe

Chapter
00: Introduction; Chapter
01: The case for data
driven personalization; Section
01: Understanding your customers; Chapter
02: Starting with the right audiences; Chapter
03: Researching and segmenting your audiences; Chapter
04: Gaining insights when your resources are limited; Section
02: Building the toolkit for personalization; Chapter
05: Preparing for personalization
the strategy behind the data; Chapter
06: Setting up data systems for today and tomorrow; Chapter
07: Mapping multi
faceted customer journeys; Chapter
08: Creating content that feels personal; Chapter
09: Delivering seamless omnichannel experiences; Chapter
10: Balancing privacy and personalization ; Section
03: Fostering emotional resonance; Chapter
11: Uncovering what drives your customers; Chapter
12: Uncovering what drives your customers; Chapter
13: Harnessing the power of social proof; Chapter
14: Developing and testing more relevant messaging; Section
04: Tapping into community; Chapter
15: The sway of belonging; Chapter
16: Getting the most out of communities; Chapter
17: Cultivating community builders; Section
05: Deepening customer profiles; Chapter
18: The appeal of status; Chapter
19: Increasing the value of your customers; Chapter
20: Assembling your deep customer profile; Section
06: Empowering your data
driven personalization team; Chapter
21: Fostering a culture of curiosity; Chapter
22: Equipping your data
driven personalization team for success; Chapter
23: Assembling your tech stack; Chapter
24: Putting it all together: creating your action plan;