Behavioral Marketing: Delivering Personalized Experiences at Scale

Part I: Getting Started with Behavioral Marketing
1. Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All
2. Where Are You on the Behavioral Marketing Spectrum?
3. Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win

Part II: Putting Behavioral Marketing into Action
4. Pacing Yourself: Behavioral Marketing at the Speed of Business
5. Bringing Behavioral Marketing to Life in the Real World
6. Upping Your Content Game: Educating Customers throughout the Entire Cycle
7. Customer Journey Mapping: Putting Yourself in the Customer s Shoes
8. Channel-Level Planning: Delivering Insane Relevance Every Time
9. Data Capture and Hygiene: You’re only as Good as Your Database
10. Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever
11. Behaviors and Mobile: Yes, it’s Radically Different than Every Other Channel
12. Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts

Part III: Success beyond the Behavioral Marketing Basics
13. It’s All About the Team: Staffing the Right Players to Succeed
14. Managing Upwards: Socialize If You Must, Prove Results Every Time
15. Best Friend Brands: Becoming Indispensable to Your Customer
16. Riding the Wave: Career Success Powered by Behavioral Marketing
17. Closing Thoughts and the Power of Actions