If you want to get up to speed on how to marry creativity and analytics in marketing, Predictive Marketing is the perfect primer. From using customer big data to machine learning, this thoroughly inclusive guide takes you from novice to practitioner quickly and confidently.

Using predictive analytics to drive customer-centric marketing strategies is the biggest game-changer since the Internet went mainstream almost twenty years ago. While some large, pioneering brands have already been wildly successful with predictive marketing, this enlightening guide shows how any-size company can gain tremendous value from data-driven strategies. In a logical, conversational style, coverage takes you step by step from seeing marketing as one-size-fits-all campaigns to individualized, real-time customer journeys. Each standalone chapter brings you closer to gaining customer trust and dominating your industry by showing you how to: Use lifetime value-based marketing to-effectively upsell customers into higher-value segments and reduce costs servicing low-value and unprofitable customers Optimize your marketing spend based on likelihood-to-buy predictions useful for both B2C and B2B marketing Achieve growth more cost-effectively by focusing less on acquiring new customers and more on retaining, and reactivating customers Find the products and channels that bring you the highest-value customers, not just the most customers Let clustering algorithms discover customer personas you didn't know you had, and use these to differentiate and optimize marketing actions Use personas to design better acquisition campaigns and increase conversion using remarketing and lookalike targeting Grow customer value with specific, concrete predictive marketing tactics Measure customer retention and respond with pro-active strategies to keep customers coming back

Your new skill set will enable you to use customer data, predictive intelligence, and campaign automation with confidence and will set you apart in the workplace. After reading this book, you will have a blueprint and building blocks to build the technical capabilities and the mindset to be successful with marketing in the customer era.

Getting to know all your customers is proven to be profitable, and now Predictive Marketing makes it easy.