Examples featured include Unilever, Nestle, L’Oreal, Kimberly-Clark and many more.
Norm Johnston, Chief Digital and Strategy Officer at Mindshare, the global media agency network that is part of WPP, has authored a new book giving an insight into the world’s most successful adaptive companies and their strategies.
Published by Palgrave MacMillan, Adaptive Marketing: Leveraging Real-Time Data to Become a more Competitive and Successful Company takes the reader on a journey through the latest examples of Adaptive Marketing explaining strategies designed to leverage fast and slow moving data in order to give a company a competitive advantage.
It provides the reader with real-life examples on how some of the world’s most successful companies and brands are driving fundamental changes to the way they approach marketing.
Examples include:
• Kimberly-Clark’s Kleenex marketing team optimizes media investment and location by using Google flu-related search data to identify areas where demand for tissues will most likely increase. By using one simple real-time data source to adapt its advertising, Kleenex sales went up by over 40% year-on-year. (See video links below)
• Netflix uses viewing data to assess what directors, actors, and programs its subscribers like, and then commissions new programs like House of Cards to add new subscribers.
• Travel service company Orbitz identifies a user’s smartphone operating system to adapt hotel recommendations in real-time. Orbitz knows from its historical data that Apple users tend to spend $20-$30 more than Android users on hotel room bookings. (See video links below)
Johnston said: “In an age of disruptive start-ups and diminishing competitive barriers, it’s more important than ever before to understand your customers and to act on that insight faster than the competition. As Adaptive Marketing illustrates, rapidly applying even just a single source of real-time data can lead to happier customers and better ROI.”
With a foreword by GroupM Chief Digital Officer Rob Norman and contributions from leading marketers and academics including Jeff Cole from the Center for the Digital Future; Brian Wong, Founder and CEO of Kiip and Keith Weed, Chief Marketing and Communications Officer at Unilever, the book is a must have for any progressive marketer.