December 2019
Intermediate to advanced
242 pages
6h 2m
English
Content preview from Highly Effective Marketing Analytics
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Gaining Deeper Insights Into Customers
Chapter Overview
Customer segment profiles, customer personas, customer journey maps, and the 360-degree view of customers are four powerful tools enabling marketers to gain deeper insights into their customers. This chapter illustrates how to develop customer segment profiles and customer personas; how to map out different types of customer journeys; and finally, how to create a practical 360-degree customer view that looks into a customers’ past, present, and future to facilitate personalized communications with that customer.
This chapter is organized as follows:
- The First Tool: Customer Segment Profiles
- The Second Tool: Customer Personas
- The Third Tool: Customer Journey Map
- The Fourth Tool: ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.