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During the COVID-19 pandemic, 76 percent of customers permanently changed their buying patterns, McKinsey found in their report. That brings great challenges for marketers, including the need to restore true trusting relationships with each and every customer. This cannot be done without proper knowledge and technology.
This book was written to comprehensively describe this new world for marketers, entrepreneurs and managers, so that they can deliver value and build their competitive position with better results. It sets the context for today’s marketers and then, step by step, exemplifies practically how new technologies may be used to readapt familiar marketing tools.
Introduction 11 Marketing autoMation philosophy 13 1. Marketer’s new challenges 15 Mobile first 18 An even newer consumer 21 Hyper-personalization 24 GDPR and user tracking 26 The end of the cookie era 29 Transparency in data collection 30 2. Two revolutions in marketing 31 Processes and codification of knowledge 32 Big Data, machine learning and artificial intelligence 34 3. Who are we and why was this book written? 37 4. Artist’s shit – excuse my language, but it actually happened 39 Part I Revolution 1.0 a few words about the codification of processes in Marketing41 5. From sales funnel automation to AI – the story of automation platforms 43 Automation in B2B and B2C 43 When everyone follows #marketingautomation 46 Focus on customer data 47 Marketing Automation versus Customer Data Platform 50 6. The most important functions of the Marketing Automation system, namely the foundations of Revolution 1.0 56 Anonymous identification and 360-degree profiles 56 Automatic contact segmentation 60 Events, conditions, actions 64 Single channel, multi-channel, omnichannel 66 1-1 personalization and dynamic content 68 A smarter outbound 69 Cross-channel analytics 72 7. Marketing automation: facts and myths 75 Marketing automation is an area exclusively for marketers 75 Marketing Automation is just software 77 You don’t have a customer base – automation is the best solution 78 Marketing Automation is only for the largest companies 80 If you want a good implementation, hire an agency 82 Part II Revolution 2.0 how big data shapes Marketing 85 8. Taming Big Data 87 The 7 Vs of Big Data 89 The modern Big Data market 92 Big Data trends 94 9. Why does Google know better? And doesn’t it know too much? 97 10. Information chaos 100 11. Correlation instead of causality 102 12. Everything is data 106 13. The algorithm will choose a series and compose a playlist for you 108 14. Data as company capital 111 15. The use of Big Data in marketing 114 How it’s working? How is the data collected? 115 What data can I collect and what should I collect? 119 Data ethics 121 Part III ArtificiAl intelligence in mArketing 123 16. A brief history of algorithms and machine learning 125 17. Machine learning or artificial intelligence 127 18. What artificial intelligence can do 129 19. What artificial intelligence cannot do and will it be able to do? 132 20. Should we be afraid of artificial intelligence? 136 21. Types of machine learning algorithms and their application in marketing 138 Collaborative filtering 139 Neural networks 142 Deep learning 143 Regression algorithms 145 Decision trees 146 22. Artificial intelligence in marketing 147 Chatbots 148 Better, personalized search results 149 Virtual assistant 151 Automated e-mail 153 Database segmentation 155 Welcome and birthday coupons 156 Push notifications 158 Product recommendations 160 Video Body Language Monitoring 161 23. Machine learning limitations 164 Part IV A new way of Marketing technologies 165 24. Personalization versus hyper-personalization 167 25. A new approach to measuring efficiency in e-commerce 171 26. Deep Behavioral Profiling 173 27. How to build an offer based on data that is not yet available 175 28. Marketing based on artificial intelligence predictions 177 Prediction of the customer’s life value 178 Purchase prediction 180 Churn prediction 181 Prediction of the optimal time and communication channel 183 Bibliography 185