Data-Driven Personalization: How to Use Consumer Insights to Generate Customer Loyalty

by Zontee Hou

Overview

Make your marketing truly resonate by personalizing every message, powered by data, research and behavioral economics.

To break through the noise, marketers today need to be hyper-relevant to their customers. To do that takes data and a deep understanding of your audience. Data-Driven Personalization breaks down the best ways to reach new customers and better engage your best customers. By combining principles of persuasion, behavioral economics and industry research, this book provides readers with an actionable blueprint for how to implement a customer-centric approach to marketing that will drive results.

The book is broken into six parts that detail everything from what data is most valuable for personalization to how to build a data-driven marketing team that's prepared for the next five years and beyond. Each chapter includes actionable insights to guide marketers as they implement a data-driven personalization approach to their strategy. The chapters also focus on hands-on tactics like identifying messages that will move the needle with customers, how to generate seamless omnichannel experiences and how to balance personalization with data privacy. The book features case studies from top brands, including FreshDirect, Target, Adobe, Cisco and Spotify.

Product Details

ISBN-13:	9781398614628
Publisher:	Kogan Page, Ltd.
Publication date:	05/28/2024
Pages:	280
Product dimensions:	6.14(w) x 9.21(h) x 0.87(d)

About the Author

Zontee Hou is Founder of Media Volery, a digital marketing agency, and Managing Director of consultancy Convince & Convert. She has nearly 20 years of experience in the marketing industry and has advised organizations including the International Monetary Fund, Fidelity Investments, Indiana Universityand Caesars Entertainment. Hou has been a lecturer at Columbia Universityand The City College of New York, and she is a sought-after business speaker. She is based in Brooklyn, New York.

Table of Contents

** Chapter - 00: Introduction; ** Chapter - 01: The case for data-driven personalization; * Section - 01: Understanding your customers; ** Chapter - 02: Starting with the right audiences; ** Chapter - 03: Researching and segmenting your audiences; ** Chapter - 04: Gaining insights when your resources are limited; * Section - 02: Building the toolkit for personalization; ** Chapter - 05: Preparing for personalization - the strategy behind the data; ** Chapter - 06: Setting up data systems for today and tomorrow; ** Chapter - 07: Mapping multi-faceted customer journeys; ** Chapter - 08: Creating content that feels personal; ** Chapter - 09: Delivering seamless omnichannel experiences; ** Chapter - 10: Balancing privacy and personalization ; * Section - 03: Fostering emotional resonance; ** Chapter - 11: Uncovering what drives your customers; ** Chapter - 12: Uncovering what drives your customers; ** Chapter - 13: Harnessing the power of social proof; ** Chapter - 14: Developing and testing more relevant messaging; * Section - 04: Tapping into community; ** Chapter - 15: The sway of belonging; ** Chapter - 16: Getting the most out of communities; ** Chapter - 17: Cultivating community builders; * Section - 05: Deepening customer profiles; ** Chapter - 18: The appeal of status; ** Chapter - 19: Increasing the value of your customers; ** Chapter - 20: Assembling your deep customer profile; * Section - 06: Empowering your data-driven personalization team; ** Chapter - 21: Fostering a culture of curiosity; ** Chapter - 22: Equipping your data-driven personalization team for success; ** Chapter - 23: Assembling your tech stack; ** Chapter - 24: Putting it all together: creating your action plan;

Editorial Reviews

"Zontee Hou's Data-Driven Personalization is nothing short of a revolution in marketing thought leadership. This book is the definitive manual for any marketer looking to make the greatest impact. It masterfully decodes the complexities of data to unveil strategies that will not only captivate consumers but also chart the course for the future of personalized marketing that drives business results."

Attica Jaques

"Every digital marketer needs this essential guide. Zontee demystifies personalization, grounding it in solid business reasoning while making it wholly accessible and practical for everyday marketers."

Author of ‘Content Marketing Strategy: H Robert Rose

"Zontee Hou provides a straightforward approach to connecting with customers through digital media. With practical case studies and evidence-based insights, this book is a must-have reference for any serious marketer."

Jesse Scinto

"Zontee Hou has written the essential guide for marketers who understand that data is the key to winning, and keeping, their competitive advantage."

Adam Bryant

"The word "data" is as impersonal as it gets. Ironically, it's the best way to humanize your efforts and personalize your marketing-dramatically increasing the chances that your customers will say yes to your brand. Zontee Hou spent decades gathering the proof. In her book she demonstrates the value of data-driven personalization via case study after case study. More importantly, she outlines the frameworks, methods and strategies needed to overcome the challenges your brand faces. Read it to learn how you can make magic by connecting data and insights with the content and context around the customer purchase journey."

Rebecca Rivera

"Having witnessed firsthand the profound impact that the collection of data has had on the customer experience, it's heartening to observe how Zontee Hou harmonizes a technical subject with human values like empathy and privacy. In her book Data-Driven Personalization she masterfully harmonizes business goals with human yearnings making for a must-read for anyone interested in striking a balance."

Ana Manrique

"Our marketing is nothing without data, and our data is a gift from our customers. Using it to enhance customer experiences while being stewards of this information is more critical now than ever. Zontee gives us a strategic and pragmatic resource that will serve as a North Star for marketers and businesses to lead the right way."

Cathy McPhillips

"Zontee Hou has delivered more than a great book. She has delivered wisdom."

Mark Schaefer

"Every customer wants to be treated as an audience of one. This is the quintessential guide for making that a reality. This book is comprehensive, clear, and critical for business leaders who hope to capitalize on skyrocketing customer expectations."

Jay Baer

"If you're reading this right now, you already know that data is critical to crafting a better customer experience. You're challenged by the HOW. That's why you need Zontee's excellent, actionable book."

Ann Handley