ebook Marketing Automation Grzegorz Błażewicz

Spis treści ebooka Marketing Automation

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