Marketing 0

PART IV: New Tactics Leveraging Marketing Tech

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CHAPTER 8: Data-Driven Marketing
The Segments of One
Setting Up Data-Driven Marketing
Summary: Building Data Ecosystem for Better
Targeting
CHAPTER 9: Predictive Marketing
Predictive Marketing Applications
Building Predictive Marketing Models
Summary: Anticipating Market Demand with Proactive
Action
CHAPTER 10: Contextual Marketing
Building Smart Sensing Infrastructure
Delivering Three Levels of Personalized Experience
Summary: Making a Personalized Sense-and-Respond
Experience
CHAPTER 11: Augmented Marketing
Building Tiered Customer Interfaces
Providing Digital Tools for Frontliners
Summary: Delivering Tech-Empowered Human
Interaction
CHAPTER 12: Agile Marketing
Why Agile Marketing?
Setting Up Agile Marketing
Agile Marketing Project Management
Summary: Executing Marketing Initiatives at Pace and
Scale
Index
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