Intelligent Data-Driven Marketing: When Physicists Start Thinking About Marketing: From Mad-Man to Math-Man Marketing

Description

Following Einstein’s sentence: “Everything should be made as simple as possible, but not simpler. If you can’t explain it simply, you don’t understand it well enough,” this book puts a spotlight on the complex marketing ecosystem from a physicist’s point of view. Today’s marketing world is overcomplex; CMOs face the challenge to transform their current target operating models towards a 100% customer-centric and data-driven way of working. A journey from good old mad-men toward math-men marketing. This book consists of three parts: The first part strips down the complexity of the marketing universe to the leanest frame of reference and then brings back the complexity, step by step, in single dimensions. Part two and three just follow these thoughts and provide a detailed description of 56 small atoms that can be used in a maturity assessment of your marketing. How to use them in a broader transformation concludes the book. In summary: An end-2-end guideline how to pursue and master the transformation from mad-men towards a math-men marketing operating model. Introduction — #intelligentmarketing Applying physics to marketing Applying business engineering to marketing The imaginary marketing lab, playing with dataand thoughts Gedankenexperiment 1.0 The Marketing Universe — our inertial system of reference Starting with Audiences and Campaigns Plan the activations via different impressions Be more precise — take advantage of segmentation Close the loop — the advantage of data analysts From measures to KPIs Data-Driven Marketing: Measures, KPIs, andDimensions Share of … Marketing Pressure Cost per … Conversion rate Trends Aggregated KPIs of unique Audience centric KPI systems Integrated Reach — a bit of both Smart KPI — Reporting, Dashboarding and Data Science Pillar 1: Standard Reporting Pillar 2: Explorative Data Analytics Pillar 3: Data Science Gedankenexperiment 2.0 A house is not enough — strategic marketing planning Different Balls — creative management & optimization Smaller Segments — hyper-accurate targeting and look-a-likes Multiple Players — paid, owned, earned Throwing tactics — the media mix and attribution models Multiple actions — goals, funnels and customer journeys Mat Robo — trigger-based campaign automation My bag is full — frequency caps and campaign maintenance The Perpetuum mobile — sharing, communities, and influencing Summary — Gedankenexperiment 2.0 Using more physics on marketing Fluid dynamics — “reaching the perfect flow” Harmonic oscillation — “everything is in motion” The law of thermodynamics — “flow of change” Solid State Physics — “building out complex systems” Einstein’s Theory of Relativity — “There is one last thing” The ma.tomics — Intelligent Data-Driven Marketing Framework GW1 From counting actions to guiding audiences GW2 Real-time and zero latency GW3 Closed-Loop — Harmonic Oscillation GW4 Mastering the Tech-Stack-Orchestration GW5 Run Agile — Start Fast and Fail Fast GW6 Enable the organization M1 THE MARKETING UNIVERSE M1.1 Get Your Fundamentals Right: Strategy, Process, andSystems M1.2 Understand and Engage with your Customer: Audience andContent Management M1.3 Take the right budget choices: Strategic InvestmentManagement M2 MARKETING TAXONOMY M2.1 Align on a corporate taxonomy: Hidden Data Asset M2.2 Embrace Change: Master Data Governance “Customer,Campaigns, Content, Asset, Price & Finance” M3 STRATEGIC PORTFOLIO & PROGRAMMANAGEMENT M3.1 Program, Audience, Content, and Time Management M3.2 Marketing Budget Management M3.3 Plan Alignment, Innovation, and Collaboration M4 CREATIVE MANAGEMENT M4.1 Creative Ideation — Design Thinking M4.2 Creative Development and Delivery M4.3 Creative Optimization M5 AGILE CAMPAIGNS MANAGEMENT M5.1 Be Fast and Flexible: Campaign Preparation M5.2 Run Fast, Fail Fast: Campaign Execution M5.3 Manage Trigger-Based Campaigns: Campaign Automation M6 PROFILING — KNOWN & UNKNOWN AUDIENCES M6.1 The golden record of your customers M6.2 The “Known-Unknown” Asset of Audience Data M6.3 Fundamental base work — Content Tagging M6.4 Consent Management — Customer Buy-In M6.5 Data Protection — Legal and Legitimate M7 HYPER ACCURATE TARGETING and LOOK-A-LIKE M7.1 Plan & Design — Strategic Audiences M7.2 Build & Activate — Tactical Segments M7.3 Reach is King — Accurate Targets and Higher Reach M8 INNOVATIVE & OPTIMIZED PEO ACTIVATION MIX M8.1 Paid (Media) Activations M8.2 Earned (Media) Attention M8.3 Owned Touchpoint orchestration M8.4 Social and Voice — two special capabilities M8.5 Planning Pricing & Trade Promotions M8.6 Media Mix Planning and Optimization M9 GET VIRAL — SHARING ECONOMY OF SCALES M9.1 Tweets, Likes, and Shares M9.2 AI Image Processing and Sentiment Analysis M10 THE MOST EFFECTIVE FLOW OF ACTIONS M10.1 Multi-Touch Attribution Models M10.2 Large Scale A/B testing & 1:1 journeys M10.3 Machine Learning — AI-Driven Optimizations M10.4 Goal and Funnel management M10.5 The Law of Action and Reaction — High Performing Machines M11 CUSTOMER INTIMACY — DEMAND WINDOWS ANDPRICING M11.1 Find the Right Moment in Time — Demand Windows M11.2 Find the best context — Demand Windows M11.3 Find the Best Price — Data-Driven Pricing Windows M12 CROSS DEVICE AND PLATFORMS M12.1 Cross-Device Identification — ID Strategies M12.2 Cross-Platform Profiles M13 MEASURE REACH, SUCCESS & AWARENESS M13.1 Integrated Reach M13.2 Brand Awareness M13.3 eCom — Direct to customer models M13.4 Offline — Retail — Brick and Mortar Models M13.5 General — Market Intelligence and Surveys M14 CONNECT SALES M14.1 Marketing Mix Modelling — Incremental Sales Uplifts M14.2 Trade Promotion Effects and Pricing M15 STAY LEAN AND SHARE — SMART KPIs M15.1 Stay Lean: Measures, KPIs, and Dimensions M15.2 Share Your Data Assets: The New Imperative M16 EXPLORATIVE REPORTING AND DATA SCIENCE M16.1 Get the Basics: Standard Reporting M16.2 Explorative Insights M16.3 Working Data Science M17 PREDICT THE FUTURE M17.1 Programmatic Program and Campaign Planning M17.2 Next Best Action M17.3 Text, Image, and Voice Recognition M18 THERE IS ONE LAST THING — CREATIVITY M18.1 Engage With Your Audience — Creativity is King M18.2 Create Emotions — Storytelling and Purposeful Marketing From Mad-Men to Math-Men Marketing Works Cited