Adaptive Marketing : Leveraging Real-Time Data to Become a More Competitive and Successful Company

Adapt Or Die Is Really The 21st Century Mantra For Business. Authors Norm Johnston Provides Guidance On How To Adopt An Adaptive Marketing Model To Ensure You Are Not Only Prepared For This New Data World, But Also Winning Against Both Traditional Competitors And New Disrupters. Foreword 1. A Few Words About Data;jeffrey Cole2. The World's Largest Focus Group; Laurent Burman3. #happy Customers; Nathan Summers4. Exploring The Spectrum; Caspar Schlickum5. Blurred Lines; Vikesh Shah And Jim Downing6. Heavy Lifting; Jeffrey Roers7. Light Touch; Curt Hecht8. Through The Looking Glass; Brian Wong. By Norm Johnston. Adaptive Marketing is a new approach to leveraging real-time data that enables organizations to rapidly change to become more competitive and successful. Such accelerated change is more imperative than ever, particularly as both large organizations and small agile companies are using the internet and the information it generates to quickly evolve their marketing efforts to drive up customer relevance and proximity, all leading to better business results. As Kodak or Borders can tell you, not adapting can lead to disastrous if not fatal results. For marketers, this new accelerated, two-way digital data flow brings remarkable opportunities, as well as threats. While some marketers will be overwhelmed by the coming data tsunami, others will capitalize on it to quickly become more relevant to consumers and faster and more effective than their competition. Take for example Kimberly-Clark. The Kleenex marketing team now uses real-time Google data on flu related searches to identify locations of upcoming flu outbreaks and then use this information to instantly adapt their advertising and media plans to target locations with a higher need for tissues. With such practices increasingly common, for most companies Adaptive Marketing is not a luxury. Instead it's a critical organizational model that will determine whether your company survives. This book will give you guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters. This book provides you with both practical guidance and real-life examples on how some of the world's most successful companies and brands are driving fundamental changes to the way they approach marketing Front Matter....Pages i-xii A Few Words about Data....Pages 1-18 The Storyteller on DataGetting Past the Creepiness Factor....Pages 19-21 The World’s Largest Focus Group....Pages 23-45 The Creative Agency on Data....Pages 46-51 #HappyCustomers....Pages 53-76 The Change Agent on Data....Pages 77-79 Exploring the Spectrum....Pages 81-107 The Programmatic Solution on Data....Pages 108-110 Blurred Lines....Pages 111-135 The Start-Up on Data....Pages 136-138 Heavy Lifting....Pages 139-160 The Enterprise Solution on Data....Pages 161-164 Light Touch....Pages 165-184 The Weather Man on Data....Pages 185-187 Through the Looking Glass....Pages 189-208 The Innovator on Data....Pages 209-211 Back Matter....Pages 213-225