Behavioral Marketing: Delivering Personalized Experiences At Scale

Author: Dave Walters

Publisher: WILEY

Publication Date: August 24, 2015

Print Length: 256 pages

ISBN-13: 978-1119076575

ISBN-10: 1119076579

Dimensions: 6 x 1 x 9.1 inches

Grow revenue by leveraging behavioral marketing during your next campaign.

This book guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. It defines the key principles of behavioral marketing, including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization. You’ll learn how to fix highly inefficient processes while implementing your next marketing initiative.

Within these pages are secrets to improving processes and becoming more ‘revenue predictable,’ benefiting businesses in virtually any industry. The book also provides case studies that spotlight the successes and challenges experienced by other marketing professionals, offering key lessons to assist you in sharing their triumphs and avoiding their pitfalls.

Behavioral marketing, a term first coined in 2008, has become increasingly important as digital marketing tactics have grown popular. This particular facet of marketing focuses on responding to the actions, clicks, and behaviors of both current and prospective customers, using this data to adapt your marketing efforts to customer preferences.

The results of this dynamic marketing approach are often a more predictable revenue stream and a more efficient marketing department, both of which any business would welcome!