Make It All About Me: Leveraging Omnichannel and AI for Marketing Success by Rasmus Houlind and Colin Shearer is the marketer’s practical guide to the omnichannel transformation and publishes tomorrow in the UK.
The term ‘omnichannel’ may be a marketing buzzword, but it also refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device. Make it All About Me suggests how to work with omnichannel marketing and artificial intelligence without getting stuck in a certain channel or silo. Drawing on insights from global marketing experts, the book centres around the Omnichannel Hexagon, a framework to help gauge your omnichannel progress and prioritize your marketing efforts to ensure that every step you take is a step closer to the perfect, tailored customer experience — without sacrificing profitability.
The authors provide the background for understanding the six main omnichannel disciplines and demonstrate how you can manage them in a more customer-centric manner. Readers will get a visual overview of how far along their organization is in working with omnichannel and what barriers might impede further progress.
“Make It All About Me is a comprehensive, well-structured and well-written manual about some of the most important aspects of omnichannel. The systematic approach makes it both an excellent guide for anyone starting in the digital and e-commerce world as well as a helpful textbook to go back to for the senior marketer.” – Enrique Vivas Gavino, CCO at Vodafone
“This book is an essential resource for marketers – from 100% digital to 0% digital but wanting to get their direction right. It shows what you need to do to get the best results in an omnichannel world, in the most practical ways. It’s also a great source for students of digital marketing.” – Merlin Stone, Professor of Marketing & Strategy at St Mary’s University
“A thorough guide to making your customer journeys valuably effortless at a time when value and trust are at their most critical” – Gemma Butler, Chief Marketing Officer at Chartered Institute of Marketing
About the authors
Rasmus Houlind is a thought leader within omnichannel and digital marketing. Through more than a decade with major Scandinavian agencies, he’s worked with some of the largest brands in the Nordics. His work as a consultant and an author has helped him to build his knowledge of marketing and CRM. Since 2015, he’s been Chief Strategy Officer with the marketing technology company, Agillic.
Colin Shearer has been a pioneer and thought-leader in AI and advanced analytics for over 25 years. His experience ranges from successful start-ups and the creation of market-leading tools and technology — he designed and developed the Clementine Datamining System, now IBM SPSS Modeler — to worldwide executive roles with the largest vendors. In December 2016, Colin joined Houston Analytics, a Finland-based European leader in artificial intelligence, to become Chief Strategy Officer.
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