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.

Introduction: Who Should Read This Book



Part 1 A Complete Predictive Marketing Primer

Chapter 1 Big Data and Predictive Analytics are Now Easily Accessible to All Marketers

Chapter 2 An Easy Primer to Predictive Analytics for Marketers

Chapter 3 Get to Know Your Customers First: Build Complete Customer Profiles

Chapter 4 Managing Your Customers as a Portfolio to Improve Your Valuation



Part 2 Nine Easy Plays to Get Started with Predictive Marketing

Chapter 5 Play One: Optimize Your Marketing Spending Using Customer Data

Chapter 6 Play Two: Predict Customer Personas and Make Marketing Relevant Again

Chapter 7 Play Three: Predict the Customer Journey for Life Cycle Marketing

Chapter 8 Play Four: Predict Customer Value and Value-Based Marketing

Chapter 9 Play Five: Predict Likelihood to Buy or Engage to Rank Customers

Chapter 10 Play Six: Predict Individual Recommendations for Each Customer

Chapter 11 Play Seven: Launch Predictive Programs to Convert More Customers

Chapter 12 Play Eight: Launch Predictive Programs to Grow Customer Value

Chapter 13 Play Nine: Launch Predictive Programs to Retain More Customers



Part 3 How to Become a True Predictive Marketing Ninja

Chapter 14 An Easy-to-Use Checklist of Predictive Marketing Capabilities

Chapter 15 An Overview of Predictive (and Related) Marketing Technology

Chapter 16 Career Advice for Aspiring Predictive Marketers

Chapter 17 Privacy and the Difference Between Delightful and Invasive

Chapter 18 The Future of Predictive Marketing



Appendix: Overview of Customer Data Types

Index