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This book clarifies based on latest
findings and research what one needs to know about
marketing and sales automation, how to manage projects to implement
them, select and implement tools, and what results can be achieved.
It also outlines what can be expected in the future such as the
automation of corporate communication and Human Resources.
The range of topics spans from the creation of a valid data base in
the context of applied AI for realizing predictive
intelligence and the effects of data regulations such as the
European General Data Protection Regulation (GDPR) when addressing
customers and prospects to recommendations for selecting and
implementing the necessary IT systems. Experts also report on their
experiences in regard to Conversion-rate-optimization (CRO) and
provide tips and assistance on how to optimize
and ensure the highest RoI for marketing and sales
automation. A special focus will be placed on the dovetailing of
marketing and sales and the management of the customer journey as
well as the improvement of the customer experience.
1. Predictive Intelligence and the Basic Economic Principles.- 2.
Predictive Intelligence at a Glance.- 3. The Predictive
Intelligence Ecosystem.- 4. The Predictive Intelligence Maturity
Model.- 5. The Predictive Intelligence Self-Assessment.- 6. The
Process Model for Predictive Intelligence.- 7. The Predictive
Intelligence TechStack (PITechStack).- 8. The Predictive
Intelligence Team.- 9. The Predictive Intelligence Case Studies.-
10. Why It Remains Exciting.
This book employs the latest insights from modern marketing into
the theory and practice of corporate communication, including the
main stages and goals, and highlights the key potentials for the
field. It briefly presents the essential features of the
methodological and structural sciences in order to illustrate to
the reader how, from a marketer's point of view, these new insights
can be derived objectively, reliably, and validly for the field of
corporate communication according to scientific criteria. The book
then introduces the maturity model for modern corporate
communication and describes which fields of activity must be gone
through in order to be able to implement the change management
process towards corporate communication excellence efficiently and
effectively. Building on this, it introduces and defines the most
important new concepts of corporate communication in the
twenty-first century and thus clearly delineates the field of
research for this corporate function in the coming years. The book
goes on to address the important areas of IT and HR in order to
provide a 360 Degrees view of the developments to be realized in
the field of corporate communication. A "CC self-test" at the end
of the book is intended to help the reader immediately recognize
where their own organization stands and, against this backdrop, to
be able to start the necessary activities towards corporate
communication excellence immediately on the basis of the maturity
model. "Prof. Dr. Uwe Seebacher takes us on a timely and
informative read on what could be the biggest crisis for Corporate
Communications - remaining stagnant in a time of great change. With
rich context and fine detail, he illuminates the opportunities to
reengineer Corporate Communications and quantify its role in truly
impacting business. From the importance of predictive intelligence
underpinned by authenticity and empathy to building trust, this
book is a guide for successful business in the 21st Century. I
highly recommend it." Heidi Eusebio, Strategist and Executive
Director, Edelman "Uwe Seebacher has once again demonstrated in a
well-founded manner what methodological and structural science is
capable of - namely, to precisely logically derive the long overdue
process of change in the field of corporate communications and
thereby make it comprehensible. But he also takes the important
next step of operationalizing his thoughts in a directly measurable
way by providing an easy applicable concrete process model for
reengineering corporate communication with many tips, templates and
inputs for HR and IT." Miguel Gimenez de Castro, Head Of
Communications Spain, Portugal, Greece and Israel, IBM
Dieses Buch beschreibt, wie Unternehmen pragmatisch und ohne
externe Unterstutzung den Weg hin zu einem datengetriebenen
Unternehmen aufsetzen und realisieren koennen. Anhand des
Predictive Intelligence (PI)-OEkosystems werden die wichtigsten
Begriffe eingefuhrt und erklart. Das PI-Reifegradmodell beschreibt
in welchen Phasen Sie ein PI-OEkosystem im Unternehmen aufbauen
koennen. Der PI-Selbsttest hilft Managern zu erkennen, von wo aus
sie starten mussen. Zusatzlich wird erstmals ein Bauplan fur einen
PI-Tech-Stack definiert, das zeigt, wie IT-technisch das Thema
unterstutzt werden kann - die gute Botschaft: das geht ohne grosse
Investitionen. Das PI-Kompetenzmodell fasst abschliessend alle
Elemente in ein Handlungsmodell fur das Unternehmen zusammen. Das
gesamte Buch ist mit Beispielen aus der Praxis untermauert. Drei
Fallstudien zeigen, wie Predictive Intelligence kurzfristig,
mittelfristig als auch langfristig im Sinne einer datengetriebenen
Unternehmensfuhrung gewinnbringend eingesetzt werden kann. Aus dem
Inhalt Warum nur mit Predictive Intelligence das UEberleben in
einer disruptiven Wirtschaft moeglich ist Der Unterschied zwischen
Business Intelligence, Data Science und Predictive Intelligence.
Die relevanten und wichtigen Begriffe im Umfeld der Predictive
Intelligence Das Vorgehens- und Kompetenzmodell zur Predictive
Intelligence Der Bauplan fur den perfekten PI-Tech-Stack im
Zusammenspiel mit Mar-Tech-Stack und Sales-Tech-Stack Das
Predictive-Intelligence-Team - das Kompetenz-Modell fur dessen
Aufbau und Entwicklung Mit vielen Beispielen aus der Praxis, drei
Fallstudien und einem PI-Self-Assessment
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