The book
In the current abundance of „explanatory and descriptive literature“ on digitalization, this book provides refreshingly concrete recommendations for action that can be immediately transferred into practice.
Dr. Frank Termer
Head of Software Division, BITKOM e.V.
Data-driven marketing and the human success factor
Data-driven marketing and the human success factor
Marketing has always been constantly changing. This time, however, digitalization has given it a completely new meaning. The role of people in marketing has also changed, as has the relationship to data and how it is handled. Because data-driven marketing is the start of a whole new story. There is not yet much experience in this area, the approach is new and the amount of data seems unmanageable.
But Despite the large amount of data generated by digitalization, there are ways in which people can keep track of it and gain valuable information from it. How should we deal with this new form of marketing today? How can data-driven marketing strategies sustainably improve a company? What are the prerequisites for success in an increasingly digitalized world? The book „Data-Driven Marketing und der Erfolgsfaktor Mensch: Schlüsselfaktoren und Kernkompetenzen für das Marketing der Zukunft!“ by Lutz Klaus not only helps marketing professionals, HR managers and those responsible for digitization, but also everyone else who wants to successfully shape their future working world on the digital level.
The road to success: data-driven marketing as a company's model for success
The author Lutz Klaus makes in his book „Data-Driven Marketing and the Human Success Factor“ makes it clear that although data-driven marketing is something new and technical, it is still impossible without people. For example, curiosity, analytical thinking and innovation are important in data-driven marketing. As rational as digitalization and data-driven may sound, a lot of creativity is still required when it comes to implementation. An attribute that defines people and that we should also make use of in our professional lives.
An effective way to initiate data-driven change in companies is called „data storytelling“ and requires many of the skills mentioned. People are emotional beings and stories help to move them. Data storytelling is about communicating relevant developments in an understandable way with the aim of making the necessary decisions. It is a translation service. In contrast to fairy tales and good films, there are two potential differences: firstly, there is not always a happy ending and secondly, data stories are generally not closed, but are used for open discussion and finding results.
Facts and concrete practical tips for your company
In his book „Data-driven marketing and the human success factor“ marketing expert Lutz Klaus also presents a frame of reference with seven key factors and core competencies that employers and employees can use as a guide to sustainably integrate digitalization into their company. Lutz Klaus uses many examples to illustrate the importance of unique human attributes. It is also possible to identify where agility is lacking and how it can be increased efficiently.
Readers of the book „Data-Driven Marketing and the Human Success Factor: Key Factors and Core Competencies for the Marketing of the Future“ are informed about the skills required for successful data marketing. It also contains many easy-to-understand tips with advice on how to apply the basics in practice. In this way, the company can be effectively promoted. Marketing, digitalization and data-driven approaches are an opportunity that readers can successfully learn, teach and use with this book.
The contents of the book
- Understanding and using digitalization and data-driven approaches as an opportunity
- Marketing with data - Seven key factors and core competencies for employees
- Increase agility
- Think analytically
- Promoting integration
- Living customer orientation
- Be curious
- Mastering storytelling
- Acting entrepreneurially
- Data and ethics: no success at any price