دانلود کتاب Outside-In Marketing: Using Big Data to Guide your Content Marketing

This is the Rough Cut version of the printed book.Marketing has always been about "me": my
brand, my product, my company. But "inside-out" marketing no longer
works: your customers simply won't tolerate it anymore. You need to
transform your marketing to "outside in." Every message you deliver
must engage, fascinate, and motivate the right audiences, because
you start and finish with what they already care about. Your
marketing itself must provide value to customers -- whether they
buy today, next month, or far into the future. How do you know what
messages will do that? How do you get those messages past tough new
digital gatekeepers? You start here, with Outside In Marketing.
Two world-renowned digital marketing thought leaders will show how
to integrate content marketing with Big Data to deliver exactly the
right messages to exactly the right customers and influencers.
IBM's James Mathewson and Converseon's Mike Moran reveal how to
make the most of today's Big Data algorithms to shape your messages
and get them past Google and Facebook. You'll find up-to-the-minute
practices, techniques, recommendations, guidelines, and metrics for
mining the language your customers already use, so you can engage
them on their terms, with their words. Mathewson and Moran show how
to:Go beyond "guess and hope" to transform your marketing
practices, campaigns, and channels with Big DataRecognize how Google uses natural language processing, machine
learning, and data analytics "against" you - and overcome the
obstacles they createInfuse search and social data into product development from its
very inception, so you can tightly align your offerings with
customer needsMeasure campaign results more accurately, and feed metrics
right back into practices for iterative improvementDiscover exactly what content is working now, and what's
failingUncover powerful new opportunities to develop discoverable,
shareable contentGo beyond high-quality content: align all your marketing and
communications practices to support outside-in marketingLeverage advanced applications of text analytics and machine
learning, including Panda, Penguin, Caffeine, and sophisticated
sentiment analysisBuild standout web and mobile sites based on all you've learned
about your customersFind the right mix, cadence, and combination of social
platforms to maximize ROI