Intelligent Data-Driven Marketing : From Mad-Man to Math-Man Marketing
Intro -- 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.
