Trendology: Building an Advantage through Data-Driven Real-Time Marketing by C.

Description: Trendology by C. Kerns 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description 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. Author Biography Chris Kerns has been at the forefront of digital data and insights for over a decade, defining digital strategy for some of the worlds 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. Table of Contents 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 Review Real-time marketing is probably one of the most topical and contentious marketing strategies right now. Thats 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 GroupReal-time marketing isnt about competing for the moment. Its 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 Whats 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, BitlySuccessful 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 UnivisionChris Kerns validates real-time marketings 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 Promotional Springer Book Archives Long Description 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. Review Quote Should an airline brand be talking about the royal baby? Whats a candy bar doing Tweeting about a soccer match? Since when does laundry detergent weigh in on TV shows? Those conversations seem crazy, right? Theyre mismatched, theyre nonsensea ] "and they are working". In todays ongoing battle for consumer attention, brands have been using a new strategy called real-time marketing to engage their audience on topics that are already top of mind. In Trendology, Chris Kerns uses a data-driven approach to analyze how brands are using social media to finally answer the burning question: How should brands best capitalize on trends? Kerns dives into the data from more than 100 of the top brands on Twitter (including Disney, MTV, Starbucks, Coca-Cola, BMW, J.C. Penney, Nike, Sony, IKEA, and many more) to uncover patterns of real-time marketing performance across huge global events, smaller pop culture moments, breaking news stories, and daily hashtag trends. Along with these insights, readers will also learn: - What works for brands doing real-time marketing, and what should be avoided? - How to measure the performance of your real-time social strategy - How a brand can leverage trends on an every-day basis - Best practices to build a data-driven approach and team - The future of brands and social trends, including interviews with digital thought leaders from Arbys, the Boston Celtics, the Wharton School, the PGA Tour, and many more Trendology brings insight to a topic that has, for too long, been fueled by opinion and luck. This book not only shows that real-time marketing is here to stay, but gives brands the tools and guidance to build out a smart, data-driven approach to the newest marketing trend. Details ISBN134950243X Publisher Palgrave Macmillan ISBN-10 134950243X ISBN-13 9781349502431 Format Paperback Language English Media Book DEWEY 658.8 Year 2014 Publication Date 2014-11-11 Imprint Palgrave Macmillan Place of Publication Basingstoke Country of Publication United Kingdom Edition 1st Subtitle Building an Advantage through Data-Driven Real-Time Marketing Pages 234 Short Title Trendology Author C. Kerns UK Release Date 2014-11-11 AU Release Date 2014-11-11 NZ Release Date 2014-11-11 Illustrations 3 Illustrations, color; 58 Illustrations, black and white; XVI, 234 p. 61 illus., 3 illus. in color. Edition Description 1st ed. 2014 Alternative 9781137479556 Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:99144332;

Price: 50.37 AUD

Location: Melbourne

End Time: 2024-11-08T19:24:03.000Z

Shipping Cost: 53.36 AUD