Trendology: Building an Advantage Through Data-Driven Real-Time Marketing

ISBN-13: 9781137479556 / Angielski / Twarda / 2014 / 234 str.

Chris Kerns

Opis

In this, the first data-driven guide to real time marketing, Chris Kerns outlines the value of RTM via a comprehensive social data performance analysis. He lays out best practices for measuring RTM, injects a data-driven mindset into every step of its methodology, and shows how marketers can grow RTM into a daily win for brands across the globe.

Recenzje

'Real-time marketing is probably one of the most topical and contentious marketing strategies right now. That's why Trendology is one of the most relevant marketing books for brand management and social media execs to read. Kerns provides numerous current case studies, but what is most valuable to me is the framework he provides for creating a robust real-time marketing program for brands.' - Antony Young, author of Brand Media Strategy and President of the Water Cooler Group

'Real-time marketing isn't about competing for the moment. It's about winning in every moment. This book demonstrates how creativity, serendipity, and data will help you build a winning foundation, team, and strategy to thrive in a real-time world.' - Brian Solis, Digital Analyst, Anthropologist, and author of What's the Future of Business? (WTF)

'Social data has quickly become a critical component of the best marketers' strategies. Chris does a fantastic job of breaking down the winners and losers to date and helps readers be more like the former!' - Mark Josephson, CEO, Bitly

'Successful real-time marketing requires the classic, delicate balance of art and science to create stories audiences will actually want to embrace, rather than bury. Trendology illustrates how executives can develop a strategic but pragmatic approach to RTM, leveraging data, case studies, and practical frameworks not only for major events, but also for daily social marketing programs.' - David Beck, Co-Founder, BRaVe Ventures and former Senior Vice President and General Manager of Social Media at Univision

'Chris Kerns validates real-time marketing's position as an absolute must-have for every business taking it from a gee-whiz aspiration to a vital need with process and data to inform decision-making.' - Peter Fader, Co-Director, Wharton Customer Analytics Initiative, and Frances and Pei-Yuan Chia Professor of Marketing, The Wharton School, University of Pennsylvania

Spis treści

Introduction Chapter 1: Relevance is Trending Up Chapter 2: Understanding Brands on Twitter Chapter 3: RTM Performance for Big, Known Events Chapter 4: RTM Performance for Unknown Events and Daily Trends Chapter 5: Laying a Data-Driven Foundation for Real-Time Chapter 6: Aiming for Real-Time Success Chapter 7: The Data-Driven RTM Process Chapter 8: The Future of RTM Chapter 9: Conclusion

O autorze

Chris Kerns has been at the forefront of digital data and insights for over a decade, defining digital strategy for some of the world's largest brands. He currently leads the Analytics & Research group at Spredfast, a social marketing platform that empowers enterprise organizations to connect with consumers in an increasingly social world. Previously, he led Digital Analytics at Bazaarvoice, mining user-generated content for groundbreaking insights. In an earlier role, Kerns served as head of the Digital Analytics group for the global agency POSSIBLE, where he helped Fortune 500 clients like Ford, Microsoft, and Nike maximize their digital performance. His research has appeared in The New York Times, Forbes, USA Today, and AdWeek, among other publications. Follow him at @chriskerns.