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大数据营销:如何让营销更具吸引力

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在今天以客户为中心的市场环境中,了解如何使用大数据来开展、评估营销活动是极其重要的。如何从繁杂的大数据中提炼最有价值的客户信息,从而开展精准、有效的营销活动,是所有营销人员面临的挑战。
《大数据营销:如何让营销更具吸引力》作者从自身多年营销经验出发,揭示大数据的营销价值,并采用经典案例、平实通俗的语言阐述大数据如何运用于市场营销领域。更独创5步营销法,提升营销效率,增强营销效果,开创最有价值的市场营销行为。
在《大数据营销:如何让营销更具吸引力》中,你会发现:
·如何利用数据,精确定位客户;
·如何从繁杂数据中提炼有用信息;
·如何量化营销效果;
·如何使用5步营销法确立有效营销;
·如何增强营销相关度;
·如何有效管理和控制营销费用;
·如何提高营销投资回报率;
·如何促进营销和公司价值增长;
·如何改进客户体验。
对于想要更好地理解大数据、理解市场营销,也想吸引消费者、促进价值增长的营销人员和公司管理层来说,本书不容错过。
Content Description

在今天以客户为中心的市场环境中,了解如何使用大数据来评估客户体验对商业的成功是极其重要的。数据技术现在每个行业都呈现出爆发性特点,在今天商业领域,大数据的使用更显得重要。《大数据营销:如何让营销更具吸引力》将采用经典案例、非技术语言、通俗易懂的方式阐述大数据如何应用在商业领域。
它将帮助读者:以数据驱动的科学方法解决商业困境。市场参与者如何使用数据以获得他们想要的。大数据帮助你制定市场驱动战略,制定管理市场成本的策略。以一种值得信服的方式评估客户体验。
Author Description

丽莎·亚瑟,全球领先的大数据分析和数据仓库解决方案厂商天睿数据公司的CMO首席市场官。关于Teradata,全球企业级数据仓库解决方案领导厂商。致力于:协助客户制定更明智、更有效的决策,赋予企业不断增长的原动力。
Catalogue

推荐序
前言
第一部分 问题:我们是怎么到这的
第一章 走出黑暗时代
数字化冲击的威胁
数据启蒙时代
第二章 为什么市场营销已经过时
战术营销
人工营销管理
孤立的数据与实时互动需求
市场营销价值不清晰
缺乏人才和培训
散乱与经常缺失的数据
第三章 数据毛球
什么是数据毛球
数据毛球和客户体验
艺术与科学的结合
真正的整合营销
数据隐私与安全

第二部分 为大数据营销做好准备
第四章 定义现实世界的大数据营销
大数据涉及的术语
大数据营销
imm
市场运营管理
客户互动管理
数字信息
数字营销
第五章 建立现代化的市场营销部门(米开朗基罗相会爱因斯坦)
作为改革者的首席营销官
数据科学家
首席营销官与首席信息管的动态关系

第三部分 数据驱动的营销和大数据分析的五个步骤
第六章 第一步 上兵伐谋,战略制胜
先有愿景,后有战略
客户互动战略
战略分析
数据战略
组织战略
技术战略
第七章 第二步 拆掉藩篱,打破筒仓
打破隔阂:从营销部开始
打破营销部和其他业务部门之间的隔阂
制定战略框架,形成合力
最佳新搭档:首席营销官和首席信息官
第八章 第三步 解开数据毛球
从人才着手
孤立不利于大数据战略
数据战略
发现大数据
应对客户流失
第九章 第四步 让指标成为口头禅
绩效指标评估成果
潜在客户平均成本的启示
第一部分:投资回报率与营销投资回报率
第二部分:投资回报率与边际(或增量)营销投资回报率
绩效指标是责任担当的基石
绩效指标促进推广与合作
缺乏合作的原因
第十章 第五步 流程是新的惊喜
流程至于新4p营销模式
整合营销流程推动成果
概念到营销活动到现金
国际服务公司流程创新
灵活营销

第四部分 实现大数据营销的价值
第十一章 通过相关市场营销驱动价值
通过整合营销提升内部价值
通过整合营销提升外部价值
第十二章 客户体验世界的光明未来
关于人的营销挑战
关于人的营销机会
关于移动设备的营销挑战
关于移动设备的营销机会
关于信息管理的营销挑战
关于信息管理的营销机会
关于大数据的营销挑战
关于大数据的营销机会
致谢
Book Abstract

《大数据营销:如何让营销更具吸引力》:
数字化冲击的威胁
我们不能再等待了,而是应当尽快实现以个性化、相关性和一致沟通为基础的客户互动新愿景。我指的不仅是细分市场和目标信息,而是呼吁公司能与客户及潜在客户进行真正的一对一互动。我们要像日常交流一样,与个体、群组及细分客户群沟通。
我们需要双管齐下,在推动高度相关的个性化互动的同时,还要在节约成本和适当情况下充分利用更全面的细分群体。我们需要设想,品牌、产品或服务的个性化体验将为客户带来哪些益处和增值。我们还应创造这种体验,并立即付诸行动。
为何如此急迫?因为面对持续的客户压力,公司需要在市场竞争迫使其行动前为客户提供引人入胜的服务体验。
另外,数字化冲击已经开始对当今的商业模型、产品实物、客户价值链构成实质性威胁。但什么是“数字化冲击”呢?和大多数人一样,我也一直尝试理解这个概念。
数字化冲击可以说是一个多面的、包罗万象的概念,很难用两三句话表述清楚,但是我会尽我所能。我所定义的数字化冲击及其对当今公司的意义是:“冲击”本身就带有打破惯例并进入混乱状态的含义,而数字化冲击描述了技术和数据如何改变我们的文化,并让现实社会中的所有行业中的流程、商品及沟通变得混乱无序。
许多公司高管,无论是董事会成员,还是首席执行官和首席营销官,都曾向我表明他们对数字化冲击所带来的威胁的恐惧。
我甚至听一些世界100强公司的高管说起,他们在推行公司改革时会尽量避免使用“冲击”一词,害怕这种混乱的印象不但无法激励员工,反而可能让他们感到紧张不安。但是,如果我们害怕数字化冲击的威胁,那么将其弃之不用会不会导致更坏的结果?答案是肯定的。
《数字化智慧:在相连世界中思考领导力》的作者,作家兼商业顾问谢利.帕尔默曾对我说,无论公司主营什么业务,都要用战略性眼光看待数字化冲击。它的影响力几乎覆盖各个方面,无论是B2B(公司对公司)、B2C(公司对消费者),还是供给方和需求方,所有公司都无法逃避日新月异的科技变化。帕尔默认为公司要快速、低成本地失败,同时,保证迭代。虽然公司需要制订长期商业计划,但如今信息传送速度极快,而客户行为也在技术影响下发生了巨大变化。因此,就算每年甚至每季度做一次战略和执行回顾都可能过于滞后。帕尔默同时指出:“科技变化的速度只会加快,不会减慢。”因此公司在制定规划时,也必须采用更灵活的、迭代的方法。
换句话说,我们已经驶入了一片未知海域。正如帕尔默所说:“人类花了30年时间将20亿人通过网络联系在一起;再过8年的时间,还会有20亿人加入这个巨大的联系网。
这种史无前例的连接规模会导致客户新习惯的形成,公司和公司领导者必须适应这种变化,否则无法生存!”数字化冲击正将我们带向何方?在不同部门会得到不同答案。就在今年,3D打印机已经能打印出时尚太阳镜、电吉他主件,甚至人体组织。这个简单的例子说明,在制造业及耐用品行业,数字化冲击改变着生产模式,推动着大规模生产向个性化再生产转型;在金融服务业,热门的数字化新贵和智能手机正挑战着未来银行业的关系格局;在零售业,零售商成为冲击的引领人,因其不再完全专注于在线零售,而是转向全渠道商务以及不断增长的移动商务。某些公司领导者会通过观察其他行业理解数字化冲击,但绝大多数人都在努力应对本公司商业模式所面临的威胁。试想,如果客户的权利增加了,那么他们不但将成为营销对话的主导者,而且必定会索求更大的个人信息控制权。繁荣兴隆的公司会与客户建立一对一的关系,在相互信任和体验共享的基础上进行价值传递。数字化冲击会以一种新的方式将客户和公司联系起来,那些对个人互动能力进行评估的公司将成为赢家。
对所有人,尤其是对营销人员来说,是需要消除对数字化冲击的恐惧,并与其直面相对的时候了。为什么这对营销人员尤为重要?因为数字渠道的激增和客户行为变化对营销的影响最大。此外,在通过数据分析来增进客户理解的人群中,营销人员的收益最大。
毕竟,就定义而言,数字化冲击不是一个负面事件,而是推动改变的一种现象。对公司来说,运用数字化冲击是在任何互动点上为客户提供个人化、个性化和数据驱动型营销信息的必要条件。
……

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