Includes index.

A Complete Predictive Marketing Primer -- Big Data and Predictive Analytics Are Now Easily Accessible to All Marketers -- An Easy Primer to Predictive Analytics for Marketers -- Get to Know Your Customers First: Build Complete Customer Profiles -- Managing Your Customers as a Portfolio to Improve Your Valuation -- Nine Easy Plays to Get Started with Predictive Marketing -- Play One: Optimize Your Marketing Spending Using Customer Data -- Play Two: Predict Customer Personas and Make Marketing Relevant Again -- Play Three: Predict the Customer Journey for Life Cycle Marketing -- Play Four: Predict Customer Value and Value-Based Marketing -- Play Five: Predict Likelihood to Buy or Engage to Rank Customers -- Play Six: Predict Individual Recommendations for Each Customer -- Play Seven: Launch Predictive Programs to Convert More Customers -- Play Eight: Launch Predictive Programs to Grow Customer Value -- Play Nine: Launch Predictive Programs to Retain More Customers -- How to Become a True Predictive Marketing Ninja -- An Easy-to-Use Checklist of Predictive Marketing Capabilities -- An Overview of Predictive (and Related) Marketing Technology -- Career Advice for Aspiring Predictive Marketers -- Privacy and the Difference Between Delightful and Invasive -- The Future of Predictive Marketing.

'Predictive Marketing' is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences.