Adaptive Marketing Leveraging Real-Time Data to Become a More Competitive and Successful Company

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  • Format: Hardcover
  • Copyright: 2015-09-29
  • Publisher: Palgrave Macmillan
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'Adapt or die' is truly the new norm in 21st century marketing: embrace the big data and use it to your company's benefit or else suffer the consequences. In today's Internet Age, one can drown in the overwhelming amount of data available. How do you determine what is useful and what isn't? How do you use data to target the most relevant audience? Knowing the answers to these questions is crucial and will position your company to build on its relationship with consumers while improving its brand.

Since 2014, mobile internet users have outnumbered PC users; the convenience and ubiquity of the mobile device has resulted in more internet users while increasing the availability of data for marketers to use. Adaptive Marketing instructs marketers how to use available data as well as social media to connect to consumers, predict their buying habits, and improve products and service. Consider Netflix, which determined from users' habits that projects involving Kevin Spacey were as popular as those directed by David Fincher; herein lies the hit series House of Cards, created by Netflix based on the data derived from this study.

The ability to leverage such innovative techniques into success in today's society is a must. This book will give you guidance on adopting the Adaptive Marketing model to ensure you are not only prepared for this new data world, but crushing the competition. This book provides you with real-life examples on how some of the world's most successful companies and brands are driving fundamental changes to the way they approach marketing.

Author Biography

Norm Johnston is the Chief Digital Officer for GroupM's Mindshare, part of WPP, the world's largest marketing communications company. Norm leads a global team of over 1,000 digital specialists across 115 offices in 82 countries. Norm is responsible for providing digital advice to some of the world's biggest companies, including Unilever, Nestle, and American Express. A true digital pioneer, Norm has been driving innovation in marketing since the 1990s when he joined Modem Media, the industry's first digital agency. A recognized industry expert, Norm is frequently featured in the press as well as a regular conference speaker. Norm recently won two prestigious WPP Atticus awards, the first-ever double winner in its history. Norm has a liberal arts degree from Northwestern University and an MBA from Duke University's Fuqua School of Business.

You can follow Norm on Twitter @ntjohnston for more on Adaptive Marketing.

Table of Contents


1. A Few Words About Data;Jeffrey Cole

2. The World's Largest Focus Group; Laurent Burman

3. #Happy Customers; Nathan Summers

4. Exploring the Spectrum; Caspar Schlickum

5. Blurred Lines; Vikesh Shah and Jim Downing

6. Heavy Lifting; Jeffrey Roers

7. Light Touch; Curt Hecht

8. Through the Looking Glass; Brian Wong

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