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Table of Contents
List of online toolkits; About the author; Preface; Acknowledgements; 01 Big ideas that work: the promise of data and creativity; 1.1 The digital (and data) transformation of marketing; 1.2 What is data (and where did it come from)?; 1.3 Data used for market research and products; 1.4 Data used for measurement; 1.5 The data ecosystem in marketing: types of data; 1.6 Data used for creative purposes; 1.7 Marketing's embrace of data and creativity; Notes; 02 Transformation within the (marketing) organization; 2.1 An example of how a creative company uses data
2.2 The process of creativity and data in marketing2.3 Data and creativity in storytelling; 2.4 How marketing practice is transformed by data; 2.5 Good rules to live by when using data creatively; 2.6 When data is and is not useful; Notes; 03 Understanding the data and analytic processes that enhance marketing; 3.1 Data literate vs data fluent; 3.2 Three uses for data in relation to creativity; 3.3 The analytic process for insight generation; Notes; 04 New mental models for marketing; 4.1 What are mental models?; 4.2 Current mental models in marketing; 4.3 Current mental models in advertising
4.4 Current mental models in business4.5 Biases that arise from mental models; 4.6 New mental models to consider; Notes; 05 Building a customer-centric organization using creativity and data; 5.1 The process overview; 5.2 The process in detail; 5.3 Working with partners; Notes; 06 Media and tech partners that facilitate connections with consumers; 6.1 Paid and earned advertising; 6.2 Content creation; 6.3 Website optimization, personalization, and e-commerce; 6.4 Working with the CTO (or CIO); Notes; 07 Zappos: Creative and data marketing from the ground up; 7.1 Zappos.com website
7.2 Living by 'measure everything meaningful'7.3 Zappos 'best customers strategy'; 7.4 The creative work shaped by data; 7.5 The process: store internal data and build custom analytics; 7.6 The people process: collaboration; 7.7 Assessment of Zappos' success; Notes; 08 Creative agency relationship: a new model; 8.1 Defining measurable goals for advertising; 8.2 Crafting the right brief; 8.3 Cultivating insights; 8.4 The right team; 8.5 Feedback loops between different groups; 8.6 Creative development; 8.7 The right measurement system; 8.8 Reporting
8.9 Examples of creative data work in advertisingNotes; 09 Adore Me: Growth hacking and crowdsourcing; 9.1 Growth hacking; 9.2 Creative practices to increase activation and retention; 9.3 Lessons in crowdsourcing; 9.4 How start-up growth hacking methods can benefit a big brand; Notes; 10 Next Practice; 10.1 Personalization part two; 10.2 Self-service data discovery and Q+A capabilities; 10.3 The recognition of data equity in corporate value; 10.4 Internet of Things (IoT) and bio data; 10.5 Chatbots: a new frontier in customer service; 10.6 Smart Cities: new opportunities for marketing
2.2 The process of creativity and data in marketing2.3 Data and creativity in storytelling; 2.4 How marketing practice is transformed by data; 2.5 Good rules to live by when using data creatively; 2.6 When data is and is not useful; Notes; 03 Understanding the data and analytic processes that enhance marketing; 3.1 Data literate vs data fluent; 3.2 Three uses for data in relation to creativity; 3.3 The analytic process for insight generation; Notes; 04 New mental models for marketing; 4.1 What are mental models?; 4.2 Current mental models in marketing; 4.3 Current mental models in advertising
4.4 Current mental models in business4.5 Biases that arise from mental models; 4.6 New mental models to consider; Notes; 05 Building a customer-centric organization using creativity and data; 5.1 The process overview; 5.2 The process in detail; 5.3 Working with partners; Notes; 06 Media and tech partners that facilitate connections with consumers; 6.1 Paid and earned advertising; 6.2 Content creation; 6.3 Website optimization, personalization, and e-commerce; 6.4 Working with the CTO (or CIO); Notes; 07 Zappos: Creative and data marketing from the ground up; 7.1 Zappos.com website
7.2 Living by 'measure everything meaningful'7.3 Zappos 'best customers strategy'; 7.4 The creative work shaped by data; 7.5 The process: store internal data and build custom analytics; 7.6 The people process: collaboration; 7.7 Assessment of Zappos' success; Notes; 08 Creative agency relationship: a new model; 8.1 Defining measurable goals for advertising; 8.2 Crafting the right brief; 8.3 Cultivating insights; 8.4 The right team; 8.5 Feedback loops between different groups; 8.6 Creative development; 8.7 The right measurement system; 8.8 Reporting
8.9 Examples of creative data work in advertisingNotes; 09 Adore Me: Growth hacking and crowdsourcing; 9.1 Growth hacking; 9.2 Creative practices to increase activation and retention; 9.3 Lessons in crowdsourcing; 9.4 How start-up growth hacking methods can benefit a big brand; Notes; 10 Next Practice; 10.1 Personalization part two; 10.2 Self-service data discovery and Q+A capabilities; 10.3 The recognition of data equity in corporate value; 10.4 Internet of Things (IoT) and bio data; 10.5 Chatbots: a new frontier in customer service; 10.6 Smart Cities: new opportunities for marketing