Your customers expect highly personalized experiences. Discover exactly how to deliver by collecting the right data and crafting messages that tap into behavioral psychology.

Inhalt

Chapter - 00: Introduction; Section - 01: Understanding your audiences through research; Chapter - 01: Moving from general personas to data-driven personalization; Chapter - 02: Identifying key audiences ; Chapter - 03: Researching your audience; Chapter - 04: What if your data sources are limited? ; Section - 02: Building the toolkit for personalization; Chapter - 05: Focusing your personalization; Chapter - 06: Future-proofing your data; Chapter - 07: The importance of data hygiene; Chapter - 08: Mapping multi-faceted customer journeys; Chapter - 09: Creating seamless omnichannel experiences; Chapter - 10: Balancing privacy and personalization ; Section - 03: Fostering emotional resonance; Chapter - 11: The power of belonging; Chapter - 12: The influence of anchors; Chapter - 13: Emotional resonance in action ; Chapter - 14: Identifying and testing messages; Section - 04: Tapping into community; Chapter - 15: Communities that drive impact; Chapter - 16: Community builders; Chapter - 17: Learning from lookalikes; Chapter - 18: Community feedback; Section - 05: Harnessing the audience's desire for status and recognition ; Chapter - 19: The appeal of status; Chapter - 20: Recognition and awards; Chapter - 21: Cultivating existing customers; Chapter - 22: Leveraging your best customers Section - 06: Empowering your data-driven personalization team; Chapter - 23: Creating a culture of audience-centricity; Chapter - 24: Aligning your team around personalization; Chapter - 25: Conclusion