New book on
Customer Experience
written by the founderand leader of the Europe’s fastest growing martech business for eCommerce
Marketing is one of the fastest changing fields in the world. Thanks to this book, you will instantly update your knowledge and create a basis for building a competitive advantage for your business.
“Good read and a very needed handbook for every
marketer”
Marta Maj, Digital Manager, Central Europe, Oriflame
“The book is an aptly navigated journey through
complexities of marketing automation”
Martyna Olszak-Bachora, Head of Creative Department & PR, Ania Kruk
Table of Contents
Introduction
MARKETING AUTOMATION PHILOSOPHY
-
Marketer’s new challenges
- Mobile first
- An even newer consumer
- Hyper-personalization
- GDPR and user tracking
- The end of the cookie era
- Transparency in data collection
-
Two revolutions in marketing
- Processes and codification of knowledge
- Big Data, Machine Learning and Artificial Intelligence
- Who are we and why was this book written?
- Artist’s shit – forgive me my language, but it actually happened
Part I
REVOLUTION 1.0
A FEW WORDS ABOUT THE CODIFICATION OF PROCESSES IN MARKETING
-
From Sales Funnel Automation to AI – The Story of Automation Platforms
- Automation in B2B and B2C
- When everyone follows #marketingautomation
- Focus on customer data
- Marketing Automation versus Customer Data Platform
-
The most important functions of the Marketing Automation system, namely the foundations of Revolution 1.0
- Anonymous identification and 360-degree profiles
- Automatic contact segmentation
- Events, conditions, actions
- Single channel, multi-channel, omnichannel
- 1-1 personalization and dynamic content
- A smarter outbound
- Cross-channel analytics
-
Marketing automation facts and myths
- Marketing automation is an area exclusively for marketers
- Marketing Automation is just software
- You don’t have a customer base – automation is the best solution
- Marketing Automation is only for the largest companies
- If you want a good implementation, hire an agency
Part II
REVOLUTION 2.0
HOW BIG DATA SHAPES MARKETING
- Why does Google know better? And doesn’t it know too much?
- Information chaos
- Correlation instead of causality
- Everything is data
- The algorithm will choose a series and compose a playlist for you
- Data as company capital
-
The use of Big Data in marketing
- How it’s working? How is the data collected?
- What data can I collect and what should I collect?
- Data Ethics
Part III
ARTIFICIAL INTELLIGENCE IN MARKETING
- A brief history of algorithms and machine learning
- Machine learning or artificial intelligence
- What artificial intelligence can do
- What artificial intelligence cannot do and will it be able to do?
- Should we be afraid of artificial intelligence?
-
Types of machine learning algorithms and their application in marketing
- Collaborative Filtering
- Neural networks
- Deep Learning
- Regression algorithms
- Decision trees
-
Artificial intelligence in marketing
- Chatbots
- Better, personalized search results
- Virtual assistant
- Automated e-mail
- Database segmentation
- Welcome and birthday coupons
- Push notifications
- Product recommendations
- Video Body Language Monitoring
- Machine Learning limitations
Part IV
A NEW WAY OF MARKETING TECHNOLOGIES
- Personalization versus hyper-personalization
- A new approach to measuring efficiency in e-commerce
- Deep Behavioral Profiling
- How to build an offer based on data that is not yet available
-
Marketing based on artificial intelligence predictions
- Prediction of the customer’s life value
- Purchase prediction
- Churn prediction
- Prediction of the optimal time and communication channel
Bibliography
200 pages of 100% practical knowledge that you can immediately start using in business.
A compendium of knowledge based on 187 the latest scientific publications and industry articles.
Anecdotes, deceptions, illustrations, case studies, thanks to which you will quickly assimilate and remember new information..
“The oldest examples of marketing come from areas as ancient as Mesopotamia, where, thousands of years before our era, cuneiform tablets were already produced describing exactly prices and commercial procedures. Of course, even then, the marketing was tiresome and fraudsters happened everywhere - apart from the aforementioned plates, we can also find complaints about the allegedly stretched Babylonians. Marketing has always served one purpose: to increase sales. ”
“Marketing Automation. Towards Artificial Intelligence and Hyperpersonalization” is:
“Over the last few years, we have been able to observe the growing importance of personalization on the market. The phenomenon has evolved from a simple greeting with a name in an e-mail, by adapting what we see on the Facebook homepage to suit our needs, to a coffee with fifteen peanut syrup pumps at Starbucks. "
AI + Hiperpersonalization
Marketers agree that AI helps improve and personalize the customer experience.
Companies believe that customer experience is their main motivator to apply artificial intelligence.
Marketers believe that AI can be useful in personalization.
“Already today, artificial intelligence helps us translate texts and arrange meetings on a daily basis. Duplex, part of Google Assistant, can contact, for example, a beauty salon and make an appointment, imitating natural human speech. "
About the author
