Contents Introduction
THE PHILOSOPHY OF MARKETING AUTOMATION 11 12 13 13 14 16
Changing marketing Enchanted by the marketing wizards Excuse my French, “artist’s shit” There is no remedy and there never will be New marketer and the new school of marketing Who is this book for and how to use it Part I
NEW TERMS 1. The meaning of Big Data revolution
19 19 19 20 20 21 22
Why Google knows best More and more information Correlation instead of causation Everything is data Algorithm will pick a TV series and a playlist for you Data as corporate capital
2. New consumer Independence Prosumers and their habits Mobility What do marketers think about this? The role of apps Appification The ROPO Effect and showrooming: why do customers migrate between channels? The Internet of Things Two seemingly contradictory trends in consumer behavior Digital traces and why customers leave their data Digital body language Information constituting the digital body language Building models: customers’ shopping journeys and buyer persona
The superiority of consumer behavior analysis over other ways of acquiring knowledge 3. New marketer
41 41 42
Inbound vs. outbound Romantic and pragmatic
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