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A Transformed Consumer Journey
What is a consumer journey? It is the experience of a consumer across the different stages of the...
Chapter 1: Introduction to Digital Marketing
Overview In this chapter, we discuss how digitalization is changing the ecosystem in which we co...
Acknowledgments
Pierre-Yann Dolbec Pierre thanks Alexandre Bustamante for the book illustrations, Kelly-Anne Lem...
Introduction
Pierre-Yann Dolbec The internet has digitalized our lives: we now create and meet others in onli...
Inbound and Outbound Marketing
Inbound and outbound marketing represent two broad approaches to connecting with consumers. Inbou...
RACE Framework
Chaffey’s RACE framework is a conversion-based framework. Conversion marketing is a strategic app...
From Persona and Journey to Strategy
As we discussed during the last two chapters, the goals, needs, motivations, and challenges of co...
From a Journey Map to a Conversion Path
A journey map is a visual representation of the consumer journey. The map transforms a rather abs...
RACE for Competitive Analysis
The RACE framework (Figure 4.9; text description) is highly useful in creating a strategy for dig...
Chapter 4: Introduction to Digital Strategy
Overview In this chapter, we discuss some key vocabulary associated with digital marketing, cove...
Book Information
Book Description The Internet has transformed how businesses conduct their activities and how co...
Paid, Owned, and Earned Media
We differentiate between three types of media online: paid, owned, and earned. Paid media are me...
Objectives, Goals, and KPIs
Objectives, goals, and KPIs are the next set of concepts we will cover. Objectives represent what...
Strategy and Tactics
Strategy and tactics are the last key terms we need to better understand the RACE framework. Stra...
Exercises
You are a fitness center creating a campaign for people who want to get back into shap...
Appendix: Text Descriptions of Figures
Figure 2.2 Types of Segmentation↩ By Behavior benefits sought from the product how often...
Glossary
A/B Testing: A method of comparing two versions of a marketing campaign t...
About the Author
Pierre-Yann Dolbec is an assistant professor of marketing and Concordia University Research Chair...
KNIME
Downloading KNIME : https://www.knime.com/downloads Visit the Community Hub: https://hub.knime.c...
Mcdonald's AI Case
Ryan Owen holds an MBA from the University of South Carolina, and has rich experience in financia...