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Behavioral Marketing: Delivering Personalized Experiences At Scale by Bill Nussey, Dave Walters

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5Bringing Behavioral Marketing to Life in the Real World

Now that we've assessed where you stand in terms of behavioral marketing, and charted the people and process course for moving forward, let's dive into the how. The next six chapters look carefully at what behavioral marketing means to almost every marketing channel and activity. But scoping the pace and method for taking on a newer way to think about marketing takes time and some deeper consideration.

Conversely, you should not overanalyze enhancements to your marketing approach, because all this will do is make them much more difficult to achieve. Incremental change driven by a relentless pursuit of improvements will set a comfortable pace for most marketers.

The “Next Six” Methodology

One of the most common questions I get from our customers is how to reframe their marketing to be more behavioral-driven, while continuing to execute the tasks and campaigns they're currently working on. It almost always comes down to a question of priorities and how hard you want to work. No marketer I know should expect a reprieve of their daily duties so they can think deeply about being more behavioral. You must accept upfront that you're going to have to change the tires on a moving car.

The best way to make this change part of your program over time is to improve in smaller chunks, typically in groups of three and over a specified period of time (like a quarter). In all the years I've worked as a marketer, making incremental improvements ...

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