Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data

by Omer Artun, Dominique Levin

Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience.

Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations -- in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today.


Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.

Genres: Business

272 pages, Hardcover

First published August 6, 2015

Reviews

[Michelle Cuellar · Rating 4 out of 5]

Mostly about cleaning up and prepping data to be used in modeling. Great beginner book.

[Ahmed Elsawy · Rating 5 out of 5]

A game-changer book on how you see and practice marketing.

[Luis · Rating 4 out of 5]

Even if is a bird's eye view, the authors are great at explaining concepts. Don't go into details of implementation, but a good beginner's book to get a hold of core concepts. What I liked the must (might sound trivial), was how the authors explain their own experience dealing with big consultancies that didn't pay off, and how they decided to do their own thing. This book is more like a "potential things to do with data for marketing", so won't really go into any details. Very useful nonetheless.

[Molly · Rating 4 out of 5]

The book is dense and full of marketing speak. But it should be a textbook for any organization looking to improve its relationship with customers.

Of the many takeaways, I think my favorite is do something. Don’t wait. Start working with customer data to better communicate your organization’s or product’s value.

I especially liked the points where the authors got into the weeds just enough to inform marketers about how to evaluate vendors and options that are best fits for their particular businesses.

[Van Tran · Rating 4 out of 5]

Eye opened in how business using predictive marketing for long term success

This book is not about implement Predictive Analysis in term of technical. It is about using Predictive Analytics results as a guiding, evaluating and tuning mechanism for marketing tactics.

It contains many great use-cases & strategies which explain how business should treat customers to be successful and profitable for long term.

[David · Rating 3 out of 5]

Pretty good. Nice section on Churn, which I was focusing on.

[Secun · Rating 5 out of 5]

Practical, actionable, inspiring.A must for digital marketers

[Marcell Nimführ · Rating 4 out of 5]

The ideal beginner's guide to the topic. Gives you an easy way to understand how predictive marketing works. It doesn't show you how to achieve it but what the results bring. A good number of industry benchmarks.

[gatorlog · Rating 3 out of 5]

A principle learned from Collaborative Filtering chapter: "The more transparent you are, the more consumers will accept and act on your recommendations." (p.33)