Читать книгу Behavioral Marketing - Nussey Bill - Страница 9

In working your way through this book, we're going to cover many behavioral-marketing-oriented ideas and program types. It's likely worth defining a few of these terms so the least experienced marketers reading this don't have to stop in the middle to Google phrases. If you've been in the game for more than three or four years, you can probably skip this section, but a refresher course might also be in order.

So here's a selection of the key concepts I'll be referring to during the rest of the book:

Audience segmentation: The process of splitting your list into many smaller lists based on secondary criteria such as email opens, purchases, or demographic elements.

Automated programs: A setup-once, run-many-times program that sends one or more messages to users based on their behaviors, time in the program, or other measured variable.

Best-friend brand: The process required to become one of the Top 5 trusted brands in your recipient's inbox.

Browse abandon: An automated program that's often a single step and is based on someone visiting a specific site section or stockkeeping unit (SKU).

Cart abandon: An automated program that normally is three steps (typically something like event +1 hour, +2 days, and +4 days) and based on someone placing an item in an online shopping cart but not purchasing it.

Content strategy: The process of creating presale and postpurchase content (think whitepapers or shoe fitting guides) that provide product or company insights to the recipients, and drive a significant source of customer behaviors for the marketer to measure.

Deliverability: The process of managing the delivery of mass email messaging to your recipients via Internet Services Providers (ISPs) like Google or Hotmail.

Triggered message: A one-time automated message that's not sent as part of a multi-user campaign – think of an e-commerce purchase receipt.

Net Promoter® Score: A scoring model in which you ask your recipients if they'd recommend your product or service to a friend, and the results are scored on a 1 to 10 scale.

Web Tracking: The process of installing a unique JavaScript line of code to a website or app to identify known and anonymous users and track their behaviors. Beyond traditional web analytics, this tracking allows a marketer to build automated programs triggered by onsite behaviors, email-only behaviors, other channel behaviors, or a combination of all three.