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Download e-book for kindle: Adaptive Marketing: Leveraging Real-Time Data to Become a by Norm Johnston

By Norm Johnston

ISBN-10: 1137462930

ISBN-13: 9781137462930

ISBN-10: 1349552917

ISBN-13: 9781349552917

Adapt or die is de facto the twenty first century mantra for company. Authors Norm Johnston offers information on find out how to undertake an Adaptive advertising and marketing version to make sure you aren't in simple terms ready for this new info international, but in addition successful opposed to either conventional opponents and new disrupters.

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Learn and grow (faster). Failing fast (and cheaply) can be OK and may even be necessary in order to test hypotheses and explore boundaries. Having data scientists, strategists, and creatives collaborating to understand not just what worked and what didn’t—but for whom, when, where, and even why—builds trust and accelerates learning. As part of our work for Ford, the creative team developed what it thought was really effective video—but at an expense that traditional traffic and engagement key performance indicators (KPIs) didn’t justify.

Attract great talent. A dynamic, inquisitive, fearless environment sets up exceptional creatives to be more exceptional. Kevin Spacey jumped at House of Cards for Netflix because the company’s data made it confident enough to give him two years of creative freedom—no pilots, no tests. The World’s Largest Focus Group ● Being data-aware can ultimately drive the best creative talent right to your door. We’ve now entered an age when marketing agencies and creative teams won’t be treating data merely as a tool—instead, data is becoming a catalyst for wholesale transformation of the workplace, changing how creative ideas are generated, executed, and adapted to achieve their intended purpose.

How “open” is the tool? 4. Can the tool accurately interpret trends? How accurate is its identification and classification of negative and positive comments? 5. In how many languages does the tool effectively operate? Can it understand all characters in all languages? What direct support is provided to local teams? Finding a House of Cards in a Haystack Some companies do get listening right. Take, for example, Netflix, the online entertainment company that streamed over 24 billion hours of content in 2014 and takes up nearly a third of Internet broadband every night in the United States.

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Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company by Norm Johnston


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