Norm Johnston's Adaptive Marketing: Leveraging Real-Time Data to Become a PDF

By Norm Johnston

ISBN-10: 1137462930

ISBN-13: 9781137462930

ISBN-10: 1349552917

ISBN-13: 9781349552917

Adapt or die is admittedly the twenty first century mantra for company. Authors Norm Johnston presents information on find out how to undertake an Adaptive advertising version to make sure you are usually not basically ready for this new facts international, but in addition profitable opposed to either conventional opponents and new disrupters.

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

Sample text

We’ve reorganized our structure so we can collaborate differently, tearing down the traditional walls between media, marketing sciences (data/analytics), creative, and strategy in favor of a shoulder-to-shoulder approach of working together to generate more insights and, consequently, much richer, more nimble, and more compelling creative solutions. In short, our creative teams embrace data and can speak knowledgeably about it, and the people on our analytics team are always thinking about how their findings can fuel insights, vet ideas— and create and expand on them as well.

As part of our work for Ford, the creative team developed what it thought was really effective video—but at an expense that traditional traffic and engagement key performance indicators (KPIs) didn’t justify. Qualitative data, however, suggested that select and important audiences loved the video. Our data science team built models to understand what might be depressing the metrics as well as prove the creative team’s hypothesis. We found that, in fact, these videos were having a huge impact on test-drives (a useful proxy that had been correlated to sales).

In these cases the adaptive component may lie in the experience and service that surrounds the actual product; effectively the highly personalized red-carpet treatment that accompanies the expensive watch, the fancy dress, the glamorous car, even the private bank account. Top Tips for Good Customization 1. Make sure your customers are interested. A more advanced approach to adaptive products requires some robust research to ensure your customers actually care about customization. Run through some use cases to make sure you’ve thought through all the benefits and the issues.

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


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