Change Marketing

This book examines just how hard it is for companies to deliver the experience customers are expecting and offers a strategy and method to help businesses incorporate a unified- customer strategy into their key business objectives, product strategies, and channel/media goals. Readers will learn what needs to happen organizationally, strategically, technologically, and analytically to implement a customer-first strategy. They will learn how to create the right customer experience, from early awareness to acquisition and advocacy, and how to set themselves up to be market leaders. Building a winning customer strategy requires a solid marketing analytics foundation, one that will provide plenty of insights into customer profiles, segmentation, opportunities for personalization, and predictive marketing capabilities, but sadly, very few organizations are set up for success in this area.