Get Free Ebook Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big DataBy Omer Artun, Dominique Levin

Get Free Ebook Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big DataBy Omer Artun, Dominique Levin

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Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big DataBy Omer Artun, Dominique Levin

Get Free Ebook Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big DataBy Omer Artun, Dominique Levin

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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.

• Sales Rank: #362775 in Books
• Published on: 2015-08-24
• Original language: English
• Number of items: 1
• Dimensions: 9.40" h x 1.00" w x 6.30" l, .0 pounds
• Binding: Hardcover
• 272 pages

From the Inside Flap

If you want to get up to speed on how to marry creativity and analytics in marketing, Predictive Marketing is the perfect primer. From using customer big data to machine learning, this thoroughly inclusive guide takes you from novice to practitioner quickly and confidently.

Using predictive analytics to drive customer-centric marketing strategies is the biggest game-changer since the Internet went mainstream almost twenty years ago. While some large, pioneering brands have already been wildly successful with predictive marketing, this enlightening guide shows how any-size company can gain tremendous value from data-driven strategies. In a logical, conversational style, coverage takes you step by step from seeing marketing as one-size-fits-all campaigns to individualized, real-time customer journeys. Each standalone chapter brings you closer to gaining customer trust and dominating your industry by showing you how to:

• Use lifetime value-based marketing to-effectively upsell customers into higher-value segments and reduce costs servicing low-value and unprofitable customers
• Optimize your marketing spend based on likelihood-to-buy predictions useful for both B2C and B2B marketing
• Achieve growth more cost-effectively by focusing less on acquiring new customers and more on retaining, and reactivating customers
• Find the products and channels that bring you the highest-value customers, not just the most customers
• Let clustering algorithms discover customer personas you didn't know you had, and use these to differentiate and optimize marketing actions
• Use personas to design better acquisition campaigns and increase conversion using remarketing and lookalike targeting
• Grow customer value with specific, concrete predictive marketing tactics
• Measure customer retention and respond with pro-active strategies to keep customers coming back

Your new skill set will enable you to use customer data, predictive intelligence, and campaign automation with confidence and will set you apart in the workplace. After reading this book, you will have a blueprint and building blocks to build the technical capabilities and the mindset to be successful with marketing in the customer era.

Getting to know all your customers is proven to be profitable, and now Predictive Marketing makes it easy.

From the Back Cover

USE PERSONALIZED MARKETING TO BOOST PROFITS WITH THIS PRACTICAL GUIDE TO PREDICTIVE ANALYTICS

Predictive Marketing gives you everything you need to transform your organization from a product or channel focus, into customer centric marketing that maximizes lifetime value of each and every customer by delivering truly personalized experiences.

This nuts-and-bolts guidebook prepares you to leverage cutting edge machine-learning technologies and pragmatic data-driven approaches to improve customer acquisition and especially growth. Knowing customers' behaviors and preferences has always been the bread and butter of local merchants, but now it is possible for any marketer to build personal relationships at scale with an easy, automated program of predictive analytics. All the strategies, advice, and pitfalls to avoid can benefit marketers working for large corporations and small businesses, and you will see real-world examples where smaller organizations are leapfrogging their larger competitors with innovative programs.

This intuitively written book shows you how business understanding trumps math, and backs it up by giving you the tools and know-how to:

• Introduce predictive marketing to any-size organization
• Deliver a more-personalized customer experience
• Use data-driven approaches in the most effective way to transform your business
• Find products and channels that deliver the highest-value customers

The widespread application of big data and machine learning to marketing is causing a cultural shift in the way companies operate, and by mastering the subtle art of applying hard science as described inside Predictive Marketing, you can start adding value to the company today.

About the Author

ÖMER ARTUN, PHD is the founder and CEO of AgilOne. He aims to help marketers understand and predict customer behavior and make marketing personal again. He previously held executive roles in marketing at Best Buy, CDW and was a consultant with McKinsey & Company. He holds a PhD in Physics and Computational Neuroscience from Brown University.

DOMINIQUE LEVIN is a business and consumer marketing executive and an early adopter of data-driven marketing. Before building the marketing efforts of numerous startups, often from the ground up, she was an executive at Philips Consumer Electronics and Nippon Telegraph and Telephone. She holds an MBA with distinction from Harvard University.

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Ebook Asian Americans and the MediaBy Kent A. Ono, Vincent Pham

Ebook Asian Americans and the MediaBy Kent A. Ono, Vincent Pham

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Asian Americans and the MediaBy Kent A. Ono, Vincent Pham

Ebook Asian Americans and the MediaBy Kent A. Ono, Vincent Pham

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Asian Americans and the Media provides a concise, thoughtful, critical and cultural studies analysis of U.S. media representations of Asian Americans. The book also explores ways Asian Americans have resisted, responded to, and conceptualized the terrain of challenge and resistance to those representations, often through their own media productions.

In this engaging and accessible book, Ono and Pham summarize key scholarship on Asian American media, as well as lay theoretical groundwork to help students, scholars and other interested readers understand historical and contemporary media representations of Asian Americans in traditional media, including print, film, music, radio, and television, as well as in newer media, primarily internet-situated. Since Asian Americans had little control over their representation in early U.S. media, historically dominant white society largely constructed Asian American media representations. In this context, the book draws attention to recurring patterns in media representation, as well as responses by Asian America. Today, Asian Americans are creating complex, sophisticated, and imaginative self-portraits within U.S. media, often equipped with powerful information and education about Asian Americans. Throughout, the book suggests media representations are best understood within historical, cultural, political, and social contexts, and envisions an even more active role in media for Asian Americans in the future.

Asian Americans and the Media will be an ideal text for all students taking courses on Asian American Studies, Minorities and the Media and Race and Ethic Studies.

• Sales Rank: #2748505 in Books
• Published on: 2009-01-20
• Original language: English
• Number of items: 1
• Dimensions: 10.00" h x .92" w x 7.10" l, 1.32 pounds
• Binding: Hardcover
• 216 pages

Review
"Significant books reveal gaps in knowledge and compel readers to share an author's ideas. This excellent book succeeds on both counts."
Journalism Studies

"An excellent introduction to many critical issues in Asian American film and media studies. However, its ease of understanding is deceptive since the book is extensively researched and rigorously explores the topics it discusses ... [a] significant addition to the scholarship on Asian American media arts."
Afterimage

“In lively, engaging prose, Ono and Pham deftly survey scholarship on the mass media (film, television, radio, and the Internet) and outline the history of media stereotyping. Well-chosen examples illuminate the give and take between mainstream media, consumers, activists, and independent artists engaged in defining and redefining the popular image of Asian Americans. If you are interested in learning more about the ways we talk about race, start with this volume.”
Peter X. Feng, University of Delaware

“Ono and Pham present a fascinating read on the representational politics of Asian Americans. Using history as a guide to read these images, Ono and Pham underscore the necessity of understanding the cultural politics and social construction of the category ‘Asian American’ itself. By exploring contemporary images, they offer insightful readings and constructive directions for future work in media and communication studies. This is a very important work at the contemporary moment that does not ignore the past.”
Thomas K. Nakayama, Northeastern University

“Asian Americans and the Media offers us the much needed critical tools, terminology, and historical framework for reading, deconstructing, and intervening in the politics of ambivalent representation of Asian Americans across a wide range of old and new media, from silent films to YouTube.”
Elena Tajima Creef, Wellesley College

From the Back Cover
This exciting new book provides a concise, thoughtful, and critical approach to the study of Asian Americans and the media. It introduces the complex subject of US media representations of Asian Americans and explores ways in which Asian Americans have resisted those representations, but have also reconceptualized the terrain of challenge and resistance, often through their own media productions.

In a style that is both engaging and accessible, Ono and Pham summarize key scholarship and lay theoretical groundwork to help students, scholars, and other interested readers understand their subject. The book covers representations of Asian Americans in traditional media, including print, film, music, radio, and television, as well as in newer media, primarily Internet-situated. The authors powerfully illustrate how Asian Americans had little control over their representation in early US media and what the resultant images constructed by historically dominant white society were. In this context, the book draws attention to both recurring patterns and responses by Asian Americans: today, they are creating complex, sophisticated, and imaginative self-portraits, often equipped with powerful information and education. Throughout, Ono and Pham encourage careful consideration of the relationship between media and minority groups in their historical, cultural, political, and social contexts, and envision an even more active role for Asian Americans in future media.

Asian Americans and the Media will be an ideal text for all students taking courses such as on Asian American Studies, Minorities and the Media, Media Criticism, and Race and Ethnic Studies.

About the Author
Kent A. Ono is a Professor of Communications and Asian American Studies at the University of Illinois, Urbana-Champaign.

Vincent N. Pham is a Doctoral Student at the University of Illinois, Urbana-Champaign.

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Asian Americans and the MediaBy Kent A. Ono, Vincent Pham PDF

Asian Americans and the MediaBy Kent A. Ono, Vincent Pham PDF

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