The breakthrough marketing strategy today's leading companies are
using to change consumer behavior and drive revenue to the bottom
line Walmart, United Airlines, Jeep, and many other top companies
are using the breakthrough strategy-one-to-one marketing-with
amazing results, and now you can, too. An Audience of One walks you
through the process of leveraging all the customer data you have at
your disposal to generate and hold meaningful conversations with
customers on an individual basis-all while fully respecting their
privacy. Written by two of today's most renowned marketing minds,
this groundbreaking guide teaches you: Key concepts of one-to-one
marketing How today's leading brands are leveraging one-to-one
marketing to drive growth The important role of privacy in a
one-to-one marketing campaign How to use one-to-one marketing
ethically and properly How to address common consumer fears and
concerns about privacy How to calculate the return-on-investment of
a one-to-one marketing campaign How to create an Identity Graph
which predicts consumer behavior Why the traditional sales funnel
no longer works-and what to replace it with Surprising insights
about the customer journey and how it can be leveraged to grow
sales and revenues How to create consumer profiles without invading
your customers' privacy As a marketing professional, you enjoy
access to a remarkable amount of data about each and every
customer. An Audience of One provides the tools and techniques to
get everything you can from this data, in an ethical way that
benefits both you and your customers.
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