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Library Ebooks
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The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing
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The challenge and the solution. The marketer's challenge today -- The AI marketing canvas : a strategic path forward for marketers -- Navigating this book -- AI and marketing essentials. Networks and nodes -- The customer relationship moments mental model -- What are artificial intelligence and machine learning? -- The AI marketing canvas : five stages of AI and machine learning in marketing. Elements of the AI marketing canvas -- Stage 1 : foundation -- Stage 2 : experimentation -- Stage 3 : expansion -- Stage 4 : transformation -- Stage 5 : monetization -- Putting it all together : Starbucks -- Implementation. Managing change -- Getting started -- A call to action.
ISBN: 9781503628045Publication Date: 2021 -
Data-First Marketing
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Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data - from actual buyer behavior to targeting info on social media platforms to marketing's own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty - anything that drives business growth.
ISBN: 9781119701248Publication Date: 2020-08-21 -
Marketing 4. 0
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Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand--and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer.
ISBN: 9781119341062Publication Date: 2016-11-17 -
Marketing Analytics
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Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques--and achieve optimum results.
ISBN: 9781118439357Publication Date: 2014-01-08 -
Marketing with Strategic Empathy
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This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
ISBN: 9780749477554Publication Date: 2016-08-03
