Following Einstein’s sentence: “Everything should be made as simple as possible, but not simpler. If you can’t explain it simply, you don’t understand it well enough,” this book puts a spotlight on the complex marketing ecosystem from a physicist’s point of view.
Today’s marketing world is overcomplex; CMOs face the challenge to transform their current target operating models towards a 100% customer-centric and data-driven way of working. A journey from good old mad-men toward math-men marketing.
This book consists of three parts: The first part strips down the complexity of the marketing universe to the leanest frame of reference and then brings back the complexity, step by step, in single dimensions.
Part two and three just follow these thoughts and provide a detailed description of 56 small atoms that can be used in a maturity assessment of your marketing. How to use them in a broader transformation concludes the book.
In summary: An end-2-end guideline how to pursue and master the transformation from mad-men towards a math-men marketing operating model.
Author(s): Mathias Elsässer
Publisher: ibidem Press
Year: 2022
Language: English
Pages: 219
City: Stuttgart
Introduction — #intelligentmarketing
Applying physics to marketing
Applying business engineering to marketing
The imaginary marketing lab, playing with dataand thoughts
Gedankenexperiment 1.0
The Marketing Universe — our inertial system of reference
Starting with Audiences and Campaigns
Plan the activations via different impressions
Be more precise — take advantage of segmentation
Close the loop — the advantage of data analysts
From measures to KPIs
Data-Driven Marketing: Measures, KPIs, andDimensions
Share of …
Marketing Pressure
Cost per …
Conversion rate
Trends
Aggregated KPIs of unique
Audience centric KPI systems
Integrated Reach — a bit of both
Smart KPI — Reporting, Dashboarding and Data Science
Pillar 1: Standard Reporting
Pillar 2: Explorative Data Analytics
Pillar 3: Data Science
Gedankenexperiment 2.0
A house is not enough — strategic marketing planning
Different Balls — creative management & optimization
Smaller Segments — hyper-accurate targeting and look-a-likes
Multiple Players — paid, owned, earned
Throwing tactics — the media mix and attribution models
Multiple actions — goals, funnels and customer journeys
Mat Robo — trigger-based campaign automation
My bag is full — frequency caps and campaign maintenance
The Perpetuum mobile — sharing, communities, and influencing
Summary — Gedankenexperiment 2.0
Using more physics on marketing
Fluid dynamics — “reaching the perfect flow”
Harmonic oscillation — “everything is in motion”
The law of thermodynamics — “flow of change”
Solid State Physics — “building out complex systems”
Einstein’s Theory of Relativity — “There is one last thing”
The ma.tomics — Intelligent Data-Driven Marketing Framework
GW1 From counting actions to guiding audiences
GW2 Real-time and zero latency
GW3 Closed-Loop — Harmonic Oscillation
GW4 Mastering the Tech-Stack-Orchestration
GW5 Run Agile — Start Fast and Fail Fast
GW6 Enable the organization
M1 THE MARKETING UNIVERSE
M1.1 Get Your Fundamentals Right: Strategy, Process, andSystems
M1.2 Understand and Engage with your Customer: Audience andContent Management
M1.3 Take the right budget choices: Strategic InvestmentManagement
M2 MARKETING TAXONOMY
M2.1 Align on a corporate taxonomy: Hidden Data Asset
M2.2 Embrace Change: Master Data Governance “Customer,Campaigns, Content, Asset, Price & Finance”
M3 STRATEGIC PORTFOLIO & PROGRAMMANAGEMENT
M3.1 Program, Audience, Content, and Time Management
M3.2 Marketing Budget Management
M3.3 Plan Alignment, Innovation, and Collaboration
M4 CREATIVE MANAGEMENT
M4.1 Creative Ideation — Design Thinking
M4.2 Creative Development and Delivery
M4.3 Creative Optimization
M5 AGILE CAMPAIGNS MANAGEMENT
M5.1 Be Fast and Flexible: Campaign Preparation
M5.2 Run Fast, Fail Fast: Campaign Execution
M5.3 Manage Trigger-Based Campaigns: Campaign Automation
M6 PROFILING — KNOWN & UNKNOWN AUDIENCES
M6.1 The golden record of your customers
M6.2 The “Known-Unknown” Asset of Audience Data
M6.3 Fundamental base work — Content Tagging
M6.4 Consent Management — Customer Buy-In
M6.5 Data Protection — Legal and Legitimate
M7 HYPER ACCURATE TARGETING and LOOK-A-LIKE
M7.1 Plan & Design — Strategic Audiences
M7.2 Build & Activate — Tactical Segments
M7.3 Reach is King — Accurate Targets and Higher Reach
M8 INNOVATIVE & OPTIMIZED PEO ACTIVATION MIX
M8.1 Paid (Media) Activations
M8.2 Earned (Media) Attention
M8.3 Owned Touchpoint orchestration
M8.4 Social and Voice — two special capabilities
M8.5 Planning Pricing & Trade Promotions
M8.6 Media Mix Planning and Optimization
M9 GET VIRAL — SHARING ECONOMY OF SCALES
M9.1 Tweets, Likes, and Shares
M9.2 AI Image Processing and Sentiment Analysis
M10 THE MOST EFFECTIVE FLOW OF ACTIONS
M10.1 Multi-Touch Attribution Models
M10.2 Large Scale A/B testing & 1:1 journeys
M10.3 Machine Learning — AI-Driven Optimizations
M10.4 Goal and Funnel management
M10.5 The Law of Action and Reaction — High Performing Machines
M11 CUSTOMER INTIMACY — DEMAND WINDOWS ANDPRICING
M11.1 Find the Right Moment in Time — Demand Windows
M11.2 Find the best context — Demand Windows
M11.3 Find the Best Price — Data-Driven Pricing Windows
M12 CROSS DEVICE AND PLATFORMS
M12.1 Cross-Device Identification — ID Strategies
M12.2 Cross-Platform Profiles
M13 MEASURE REACH, SUCCESS & AWARENESS
M13.1 Integrated Reach
M13.2 Brand Awareness
M13.3 eCom — Direct to customer models
M13.4 Offline — Retail — Brick and Mortar Models
M13.5 General — Market Intelligence and Surveys
M14 CONNECT SALES
M14.1 Marketing Mix Modelling — Incremental Sales Uplifts
M14.2 Trade Promotion Effects and Pricing
M15 STAY LEAN AND SHARE — SMART KPIs
M15.1 Stay Lean: Measures, KPIs, and Dimensions
M15.2 Share Your Data Assets: The New Imperative
M16 EXPLORATIVE REPORTING AND DATA SCIENCE
M16.1 Get the Basics: Standard Reporting
M16.2 Explorative Insights
M16.3 Working Data Science
M17 PREDICT THE FUTURE
M17.1 Programmatic Program and Campaign Planning
M17.2 Next Best Action
M17.3 Text, Image, and Voice Recognition
M18 THERE IS ONE LAST THING — CREATIVITY
M18.1 Engage With Your Audience — Creativity is King
M18.2 Create Emotions — Storytelling and Purposeful Marketing
From Mad-Men to Math-Men Marketing
Works Cited
