Data-Driven Personalization: How to Use Consumer Insights to Generate Customer Loyalty
- 4h 37m
- Zontee Hou
- Kogan Page
- 2024
Make your marketing truly resonate by personalizing every message, powered by data, research and behavioral economics.
To break through the noise, marketers today need to be hyper-relevant to their customers. To do that takes data and a deep understanding of your audience. Data-Driven Personalization breaks down the best ways to reach new customers and better engage your best customers. By combining principles of persuasion, behavioral economics and industry research, this book provides readers with an actionable blueprint for how to implement a customer-centric approach to marketing that will drive results.
The book is broken into six parts that detail everything from what data is most valuable for personalization to how to build a data-driven marketing team that's prepared for the next five years and beyond. Each chapter includes actionable insights to guide marketers as they implement a data-driven personalization approach to their strategy. The chapters also focus on hands-on tactics like identifying messages that will move the needle with customers, how to generate seamless omnichannel experiences and how to balance personalization with data privacy. The book features case studies from top brands, including FreshDirect, Target, Adobe, Cisco and Spotify.
About the Author
Zontee Hou is Founder of Media Volery, a digital marketing agency, and Managing Director of consultancy Convince & Convert. She has nearly 20 years of experience in the marketing industry and has advised organizations including the International Monetary Fund, Fidelity Investments, Indiana University and Caesars Entertainment. Hou has been a lecturer at Columbia University and The City College of New York, and she is a sought-after business speaker. She is based in Brooklyn, New York.
In this Book
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Introduction
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The Case for Data-Driven Personalization
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Starting With the Right Audiences
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Researching and Segmenting Your Audiences
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Gaining Insights When Your Resources are Limited
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Preparing for Personalization—The Strategy Behind the Data
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Setting Up Data Systems for Today and Tomorrow
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Mapping Multi-Faceted Customer Journeys
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Creating Content That Feels Personal
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Delivering Seamless Omnichannel Experiences
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Balancing Privacy and Personalization
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Uncovering What Drives Your Customers
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Data and the Desire to Understand How We Compare
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Harnessing the Power of Social Proof
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Developing and Testing More Relevant Messaging
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The Sway of Belonging
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Getting the Most Out of Communities
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Cultivating Community-Builders
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The Appeal of Status
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Increasing the Value of Your Customers
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Assembling Your Deep Customer Profile
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Fostering a Culture of Curiosity
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Equipping Your Data-Driven Personalization Team for Success
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Assembling Your Tech Stack
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Putting It All Together—Creating Your Action Plan
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References
