Behavioral Marketing

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