Connect : how to use data and experience marketing to create lifetime customers / Lars Birkholm Petersen, Ron Person, Christopher Nash.

"Marketing is going through a revolution that rivals the impact of Gutenberg's printing press. Customers are in control and marketers have become an unnecessary annoyance. Smart marketers have learned to think in new ways, use new technology, and apply new processes. They've moved to...

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Bibliographic Details
Main Author:	Petersen, Lars Birkholm
Other Authors:	Person, Ron, 1948-, Nash, Christopher
Format:	eBook
Language:	English
Published:	Hoboken : Wiley, 2014.
Subjects:	Internet marketing. Customer relations. BUSINESS & ECONOMICS > E-Commerce > Internet Marketing. Customer relations Internet marketing Electronic books.
Online Access:	Click for online access

Table of Contents:

Cover
Title Page
Copyright
Contents
Foreword
Introduction
Chapter 1 The Customer Is in Control
Welcome to the Era of the Connected Customer
The Future
Trust as the New Currency
Attract
Communicate
Trust
Commit
How Relevant Are You to Your Customers?
Data Is the Glue
The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer
Note
Chapter 2 The New Marketing Mandate
Key Initiatives
Metrics
Customer Life Cycle Engagement
Contextualization
Organizational Buy-In
Don't Boil the Ocean
Agile Approach for Marketing
Investing Where It's Needed
Breaking through the Biggest Barriers to Marketing Success
People
Process
Technology
Chapter 3 Measuring Customer Experience Maturity
To Be Successful Takes People, Process, and Technology
Customer Experience Maturity Model
Three Phases in the Customer Experience Maturity Model
Stages in the Customer Experience Maturity Model
Initiate
Radiate
Align
Optimize
Nurture
Engage
Lifetime Customers
Mapping to Capabilities
Crawl, Walk, Run, Fly!
Next Steps: How Mature Is Your Organization?
Notes
Chapter 4 How Does Your Organization Compare?
The Time for Change Is Now
Biggest Barrier to Marketing Maturity
How Do You Compare to Your Industry?
How Do We Measure Success?
How Does Your Top-Level Management Compare for Involvement with Digital Strategy?
How Do You Compare in Optimizing for Mobile Devices?
How Do You Compare in Using Segmented Email Campaigns?
How Do You Compare in Using Testing to Optimize Customer Experience?
How Do You Compare in Using Personalization to Be More Relevant?
How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing?
How Do You Compare to Organizations Using Marketing Automation?
How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points?
How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers?
Mapping People, Process, and Technology to the Customer Experience Maturity Model
Technology
People
Process
Where Are Organizations Investing?
What Must You Do?
Every Industry Has a Customer Experience Leader
Notes
Chapter 5 Making It Happen!
What Barriers Are Preventing You from Maturing?
Steps to Successfully Improve Marketing
Burning Platform Method of Organizational Change
John Kotter's Eight-Step Model of Organizational Change
Trapeze Theory Model of Organizational Change
Common Barriers to Increasing Maturity and How to Break Through
Barrier 1: Lack of Understanding Return on Investment (Early Stages)
Barrier 2: Lack of Strategic Direction (Early Stages)
Barrier 3: Lack of Resources, or How to Focus the Resources You Have (Early to Middle Stages)
Barrier 4: Caught in a Technology Silo (Middle Stages)
Barrier 5: Lack of Executive Buy-In (Middle Stages)
Notes
Chapter 6 Stage 1-Initiate, and Stage 2-Radiate
The Initiate and Radiate Stages
Objectives of Initiate and Radiate
Case Story: Chester Zoo
Marketing Is under Attack on Two Fronts
Benefits to Your Customer
Benefits to Your Organization
Process for Identifying Critical Content
Identifying Your Customers and Visitors
Planning Your Customer's Journey
It's Not Just Content
It's Also Context
Creating the Digital Relevancy Map
Identifying Content to Match the DRM
Breaking Barriers.
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Notes
Chapter 7 Stage 3-Align
The Align Stage
Objectives of the Align Stage
Case Story: FK Distribution
Benefits of Aligning
Benefits to Your Customers
Benefits to Your Organization
What You Need to Do to Align
How to Align Marketing with Strategic Objectives
Identifying Strategic Themes
Identifying Strategic Objectives
Identifying Marketing Objectives
Identifying Digital Goals That Drive Marketing Objectives
What You Need to Do to Measure Impact and Alignment
What Is Engagement Value?
What Is an Engagement Value Scale?
Experience Analytics Complements Traditional Analytics
What You Need to Do with Experience Analytics
Measuring Marketing Impact and Effectiveness with Value and Value per Visit
Balancing Impact and Effectiveness across Channels
Marketing Impact and Effectiveness by Campaign or Asset
Improving Campaign Performance with the Marketing Optimization Matrix
MOM Helps Marketers Take Action
Additional Ways to Increase Alignment
Aligning to Increase Acquisition Marketing
Aligning with Sales
Aligning Customer Intelligence throughout Your Organization
Breaking Barriers
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Chapter 8 Stage 4-Optimize
The Optimize Stage
Objectives of the Optimize Stage
Case Story: QT Mutual Bank
Benefits
Benefits to Your Customers
Benefits to Your Organization
What You Need to Do
Contextualization
Connect Your Data
User Scenarios
Testing to Optimize the Experience
Establish a Marketing Taxonomy
Extend Customer Experiences with New Owned Channels
Collect Data by Applying Content Profiles
Breaking Barriers
Moving to a Higher Level of Marketing
The Quick Win Approach.
People, Process, and Technology
How Long Will It Take?
How Do You Know You Are There?
Note
Chapter 9 Stage 5-Nurture
The Nurture Stage
Objectives of the Nurture Stage
Case Story: QualityCare by LEO Pharma
Benefits of Nurturing
Benefits to Your Customers
Benefits to Your Organization
What You Need to Do to Nurture Customers
How to Approach Nurturing
Identify Processes to Nurture Customers
Breaking Barriers
Moving to a Higher Level
Steps for Developing an Approach to Cross-Channel Nurturing
Identifying Nurture Processes
Identifying Technology Needs
Email Marketing
How Long Will It Take?
How Do You Know You Are There?
Notes
Chapter 10 Stage 6-Engage
The Engage Stage
Objectives of the Engage Stage
Case Story: AustralianSuper
Benefits of Engage: The Single View of the Customer
Benefits to Your Customers
Benefits to Your Organization
What You Need to Do
Creating a Single View of Your Customer
Breaking Barriers
People Barriers
Technology Barriers
Organizational Barriers
Moving to the Higher Level of Engage
How Long Will It Take?
How Do You Know You Are There?
Notes
Chapter 11 Stage 7-Lifetime Customers
The Lifetime Customers Stage
Objectives
Amazon.com, an Example of Stage 7 Maturity
Benefits of Lifetime Customers
Benefits to Your Customers
Benefits to Your Organization
What You Need to Do to Capture Lifetime Customers
How to Approach Marketing for Lifetime Customers
Identifying Processes Critical to Engaging Lifetime Customers
Cross-Channel Marketing Portfolios
Data-Driven Marketing and Big Data
Personalize All Touch Points
Automatic Recommendations to Optimize Marketing and Forecasting
Breaking Barriers
Maintaining Lifetime Customers
People
Process
Technology.
How Long Will It Take?
How Do You Know You Are There?
Notes
Chapter 12 Growing Your Organization and Roles
To Win, You Need the Best Resources
Roles You Need on Your Team
Marketers
Digital Analysts
Acquisition Marketer
Channel Experts
Data Analyst or Data Scientist
Emerging Roles
The Chief Digital Officer or Chief Marketing Technologist
Experience Architect
Organizational Structure
Digital Center of Excellence
Hub-and-Spoke Organization
The Innovation Team
Chapter 13 Selling to the Board
Realizing There Is a Gap
Inspiration Workshop
Undercover Approach
The Journey Toward Connected Customer Experiences
Note
Appendix
About Sitecore
About Sitecore Business Optimization Services
The SBOS Manifesto
About the Authors
Acknowledgments
Connect Websites
Index
EULA.

Connect : how to use data and experience marketing to create lifetime customers / Lars Birkholm Petersen, Ron Person, Christopher Nash.

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