Marketing Automation

• Druk: 2022
• Autor: Grzegorz Błażewicz
• Wydawca: Wydawnictwo Naukowe PWN

During the COVID-19 pandemic, 76 percent of customers permanently changed their buying patterns, McKinsey found in their report. That brings great challenges for marketers, including the need to restore true trusting relationships with each and every customer. This cannot be done without proper knowledge and technology.
This book was written to comprehensively describe this new world for marketers, entrepreneurs and managers, so that they can deliver value and build their competitive position with better results. It sets the context for today’s marketers and then, step by step, exemplifies practically how new technologies may be used to readapt familiar marketing tools.

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  3. Ekonomia, biznes
• Język wydania: angielski
• ISBN: 978-83-01-22237-6
• ISBN druku: 978-83-01-22222-2
• Liczba stron: 192

Introduction 11
Marketing autoMation philosophy 13
1. Marketer’s new challenges 15
	Mobile first 18
	An even newer consumer 21
	Hyper-personalization 24
	GDPR and user tracking 26
	The end of the cookie era 29
	Transparency in data collection 30
2. Two revolutions in marketing 31
	Processes and codification of knowledge 32
	Big Data, machine learning and artificial intelligence 34
3. Who are we and why was this book written? 37
4. Artist’s shit – excuse my language, but it actually happened 39
Part I Revolution 1.0 a few words about the codification of processes in Marketing41
5. From sales funnel automation to AI – the story of automation platforms 43
	Automation in B2B and B2C 43
	When everyone follows #marketingautomation 46
	Focus on customer data 47
	Marketing Automation versus Customer Data Platform 50
6. The most important functions of the Marketing Automation system, namely the foundations of Revolution 1.0 56
	Anonymous identification and 360-degree profiles 56
	Automatic contact segmentation 60
	Events, conditions, actions 64
	Single channel, multi-channel, omnichannel 66
	1-1 personalization and dynamic content 68
	A smarter outbound 69
	Cross-channel analytics 72
7. Marketing automation: facts and myths 75
	Marketing automation is an area exclusively for marketers 75
	Marketing Automation is just software 77
	You don’t have a customer base – automation is the best solution 78
	Marketing Automation is only for the largest companies 80
	If you want a good implementation, hire an agency 82
Part II Revolution 2.0 how big data shapes Marketing 85
8. Taming Big Data 87
	The 7 Vs of Big Data 89
	The modern Big Data market 92
	Big Data trends 94
9. Why does Google know better? And doesn’t it know too much? 97
10. Information chaos 100
11. Correlation instead of causality 102
12. Everything is data 106
13. The algorithm will choose a series and compose a playlist for you 108
14. Data as company capital 111
15. The use of Big Data in marketing 114
	How it’s working? How is the data collected? 115
	What data can I collect and what should I collect? 119
	Data ethics 121
Part III ArtificiAl intelligence in mArketing 123
16. A brief history of algorithms and machine learning 125
17. Machine learning or artificial intelligence 127
18. What artificial intelligence can do 129
19. What artificial intelligence cannot do and will it be able to do? 132
20. Should we be afraid of artificial intelligence? 136
21. Types of machine learning algorithms and their application in marketing 138
	Collaborative filtering 139
	Neural networks 142
	Deep learning 143
	Regression algorithms 145
	Decision trees 146
22. Artificial intelligence in marketing 147
	Chatbots 148
	Better, personalized search results 149
	Virtual assistant 151
	Automated e-mail 153
	Database segmentation 155
	Welcome and birthday coupons 156
	Push notifications 158
	Product recommendations 160
	Video Body Language Monitoring 161
23. Machine learning limitations 164
Part IV A new way of Marketing technologies 165
24. Personalization versus hyper-personalization 167
25. A new approach to measuring efficiency in e-commerce 171
26. Deep Behavioral Profiling 173
27. How to build an offer based on data that is not yet available 175
28. Marketing based on artificial intelligence predictions 177
	Prediction of the customer’s life value 178
	Purchase prediction 180
	Churn prediction 181
	Prediction of the optimal time and communication channel 183
Bibliography 185