Behavioral Marketing: Delivering Personalized Experiences at Scale (Hardcover)

Foreword by Bill Nussey ix

Acknowledgments xv

The Behavioral Marketing Manifesto xvii

Part ONE GETTING STARTED WITH BEHAVIORAL MARKETING

1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 3

2 Where Are You on the Behavioral Marketing Spectrum? 15

3 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23

Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION

4 Pacing Yourself: Behavioral Marketing at the Speed of Business 37

5 Bringing Behavioral Marketing to Life in the Real World 45

6 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 57

7 Customer Journey Mapping: Putting Yourself in the Customer’s Shoes 69

8 Channel-Level Planning: Delivering Insane Relevance Every Time 83

9 Data Capture and Hygiene: You’re Only as Good as Your Database 119

10 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 135

11 Behaviors and Mobile: Yes, It’s Radically Different Than Every Other Channel 149

12 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157

Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS

13 It’s All About the Team: Staffing the Right Players to Succeed 177

14 Managing Upwards: Socialize If You Must, Prove Results Every Time 183

15 Best Friend Brands: Becoming Indispensable to Your Customer 189

16 Riding the Wave: Career Success Powered by Behavioral Marketing 207

17 Closing Thoughts and the Power of Actions 213

Index 219