Data-driven marketing content : a practical guide /: a practical guide. (2019)

• Record Type: Book
• Further Information: Note: Lee Wilson.
• Authors: Wilson, Lee
• Contents: Chapter 1. Introducing data-driven content a. Data-driven content b. Business insights c. Content creation Chapter 2. Understanding the data ecosystem a. Machine learning (ML) b. Artificial Intelligence (AI) c. Qualitative data d. Quantitative data Chapter 3. Data collection and management a. Data collection points b. Managing your data c. The role of GDPR Chapter 4. Transforming data into content a. Understanding your audience b. Deriving data insight c. Creating a content action plan Chapter 5. Understanding why your content isn't working a. Overcoming content pain points b. Bridging and integrating mediums Chapter 6. Creating content for marketing channels a. Search Engine Optimisation (SEO) b. Paid Advertising (PPC) c. Social Media d. Emails and Newsletters Chapter 7. Overcoming content barriers a. Content for websites b. Content for ecommerce sites / stores c. Content for mobile devices d. Content for voice & screenless search Chapter 8. Making your content work harder a. Revitalising existing content b. Identifying new content c. Your content creation framework Chapter 9. Evaluating content success a. Setting benchmarks, goals and objectives b. Choosing the best KPIs c. Reporting on results Chapter 10. The future of data-driven content a. The role of the machine b. The role of the human c. Human/computer collaboration.
• Publisher Details: United Kingdom : Emerald Publishing
• Publication Date: 2019
• Extent: 1 online resource
• Subjects: 658.83; Marketing research; Marketing -- Data processing; Small business marketing
• Languages: English
• ISBNs: 9781789738193; 9781789738179
• Related ISBNs: 9781789738186
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.