Data-Driven Marketing Content : A Practical Guide

Cover -- DATA-DRIVEN MARKETING CONTENT: A PRACTICAL GUIDE -- Praise for Data-driven Marketing Content: A Practical Guide -- DATA-DRIVEN MARKETING CONTENT: A PRACTICAL GUIDE -- Copyright -- Dedication -- Table of Contents -- List of Figures -- Author Biography -- Foreword -- Acknowledgements -- 1. Introducing Data-driven Content -- Data-driven Content -- The Data-driven Content Process -- Needs: Data Discovery, Opportunity and Consolidating Needs -- Collection: Data Collection, Assessment and Labelling -- Processing: Data Processing, Storage and Distribution -- Management: Data Managing, Integrity and Usefulness -- Refinement: Data Refinement, Analysis and Insights -- The Data-driven Content Process Chart -- Overcoming the Big Data Gulf -- Big Data -- The Fundamentals of Big Data -- More About the 'Four V's' -- Business Insights and Value -- The Business Insights and Value Stack -- Data -- Information -- Intelligence -- Action -- Strategy -- Chapter Summary -- Definitions -- 2. Understanding the Data Ecosystem -- What Is a Data Ecosystem? -- Machine Learning -- What Is Machine Learning? -- How Can Machines Truly Learn? -- How Can Machine Learning Be Used for Business? -- Paid Advertising Automated Bid Adjustments and Insights -- Predicting Future Sales Using Historical Data -- Artificial Intelligence -- What Is the Purpose and Potential of Artificial Intelligence? -- How Can Businesses Use Artificial Intelligence? -- Search Engine Results Pages and Google RankBrain -- 'AI for Good' -- Qualitative Data -- Quantitative Data -- Chapter Summary -- Definitions -- 3. Data Collection and Management -- Data Collection Points -- Data Collection -- Data Collection for Marketing Content Creation -- Content Building Data Sources (Points) for Business -- Analytics Tools and Data Sources -- Google -- Google Products 'for All' -- Google Alerts -- YouTube.