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Connect : how to use data and digital marketing to create lifetime customers / / Lars Birkholm Petersen, Ron Person, Christopher Nash
| Connect : how to use data and digital marketing to create lifetime customers / / Lars Birkholm Petersen, Ron Person, Christopher Nash |
| Autore | Petersen Lars Birkholm |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Customer relations |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-96362-8
1-118-96360-1 |
| Classificazione | BUS090010 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 SuccessPeople; 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 MaturityHow 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 ChangeTrapeze 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 |
| Record Nr. | UNINA-9910460242403321 |
Petersen Lars Birkholm
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Connect : how to use data and digital marketing to create lifetime customers / / Lars Birkholm Petersen, Ron Person, Christopher Nash
| Connect : how to use data and digital marketing to create lifetime customers / / Lars Birkholm Petersen, Ron Person, Christopher Nash |
| Autore | Petersen Lars Birkholm |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Customer relations |
| ISBN |
1-118-96362-8
1-118-96360-1 |
| Classificazione | BUS090010 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 SuccessPeople; 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 MaturityHow 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 ChangeTrapeze 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 |
| Record Nr. | UNINA-9910787199603321 |
|
Petersen Lars Birkholm
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Connect : how to use data and digital marketing to create lifetime customers / / Lars Birkholm Petersen, Ron Person, Christopher Nash
| Connect : how to use data and digital marketing to create lifetime customers / / Lars Birkholm Petersen, Ron Person, Christopher Nash |
| Autore | Petersen Lars Birkholm |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Customer relations |
| ISBN |
1-118-96362-8
1-118-96360-1 |
| Classificazione | BUS090010 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 SuccessPeople; 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 MaturityHow 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 ChangeTrapeze 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 |
| Record Nr. | UNINA-9910809135303321 |
|
Petersen Lars Birkholm
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Killer Facebook ads [[electronic resource] ] : master cutting-edge Facebook advertising techniques / / Marty Weintraub
| Killer Facebook ads [[electronic resource] ] : master cutting-edge Facebook advertising techniques / / Marty Weintraub |
| Autore | Weintraub Marty <1959-> |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | San Francisco, : John Wiley & Sons, Inc., 2011 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 659.14/4 |
| Collana | Serious skills |
| Soggetto topico | Internet advertising |
| ISBN |
1-118-15153-4
1-283-20434-7 9786613204349 1-118-15151-8 |
| Classificazione | BUS090010 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Killer Facebook Ads; Acknowledgments; About the Author; Contents; Introduction; Who Should Buy This Book; What's Inside; How to Contact the Author; Chapter 1: Marketing and the Facebook Revolution; Facebook's Reach; Understanding the Social Graph; What Marketers Can and Can't Do With Facebook Ads; Chapter 2: Key Performance Indicators (KPIs); Setting Expectations; Defining KPIs; Facebook Ads and Attribution; Chapter 3: The Facebook Ad Creation UI; Web UI and Power Editor; Module 1: Design Your Ad; Module 2: Facebook's Powerful Targeting; Module 3: Campaigns, Pricing, and Scheduling
Chapter 4: Facebook Ads Production Workflow Power Editor; Understanding Account Structure; First Step: Wireframe Demographic Research; Second Step: Create Your First Ads; Structural Best Practices; Chapter 5: Guerilla User Targeting Checklist; Literal, Competitive, and Inferred Targeting; Occupations and Employment; Real-Life Groups and Affiliations; Real-World Publications; Online, Off Facebook; Product Categories; Classic Mainstream Interests; Chapter 6: Mastering Compound Targeting; Age, Interest, and Gender Mashups; Workplace and Precise Interest Amalgamations Education and Interest Amalgamations Sexuality, Relationship Status, and Interests; Country + Language + Interest Combinations; Chapter 7: Creating Killer Facebook Ads; The Five Levels of Brand Clarity; Ad Images; Putting It All Together with Body Copy; Chapter 8: Deploying Your Facebook Ads Campaign; Facebook Ads Finances; Landing Page Considerations; Final Prelaunch Checklist; Chapter 9: Field Guide to Optimization and Reporting; Introducing Ads Manager; Navigating Facebook Ads Manager; Optimization; Facebook Reports; Wrapping Up and Looking Forward Appendix A: Facebook Ads Preflight Pocket Checklist Appendix B: The Great Big Search & Social Media Marketing Twitter Follow List; Appendix C: Facebook Targeting Segments; Fortune 500 Companies; Job Titles; Weapons; Tech and Gaming; Interests Bucket Family Roles; Health; Outdoor Activities; Winter Sports and Activities; Sports; Green Living; Wine; Home/Garden; Discount; Tough Times; Music; Hobbies; Business; Chatting/RPG; Media with Cult Followings; Index |
| Record Nr. | UNINA-9910781511903321 |
|
Weintraub Marty <1959->
|
||
| San Francisco, : John Wiley & Sons, Inc., 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The social media MBA in practice : an essential collection of inspirational case studies to influence your social media strategy / / Christer Holloman
| The social media MBA in practice : an essential collection of inspirational case studies to influence your social media strategy / / Christer Holloman |
| Autore | Holloman Christer |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , 2013 |
| Descrizione fisica | 1 online resource (319 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Social media |
| ISBN |
1-118-52451-9
1-118-52452-7 |
| Classificazione | BUS090010 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | part I. Set-up -- part II. Social media strategy -- part III. Social by department. |
| Record Nr. | UNINA-9910790520803321 |
|
Holloman Christer
|
||
| Hoboken : , : Wiley, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The social media MBA in practice : an essential collection of inspirational case studies to influence your social media strategy / / Christer Holloman
| The social media MBA in practice : an essential collection of inspirational case studies to influence your social media strategy / / Christer Holloman |
| Autore | Holloman Christer |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , 2013 |
| Descrizione fisica | 1 online resource (319 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Social media |
| ISBN |
1-118-52451-9
1-118-52452-7 |
| Classificazione | BUS090010 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | part I. Set-up -- part II. Social media strategy -- part III. Social by department. |
| Record Nr. | UNINA-9910825665803321 |
|
Holloman Christer
|
||
| Hoboken : , : Wiley, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||