PART ONE
ARE YOU KEEPING SCORE?
Introduction 3
1. Update Your Strategy for Success 7
2. Data, Data, Data 19
3. Finding Your Ideal Customer 27
4. Who Does Your Customer Want to Be? 35
5. Your Customer Journey Map 49
6. How Do You Know If Your Marketing Is Bad? 63
7. Optimize Every Step 73
PART TWO
STAND OUT
8. The Enormous Power of Tiny Changes 83
9. Metrics You Must Know 95
10. Give Them a Great Experience 105
11. Demonstrate Expertise 111
12. The Ultimate Storefront 117
13. Go Viral with Sharing Incentives 125
14. Connect Authentically 141
15. What's Your Return on Experience? 149
16. Winning With Multichannel Marketing 157
17. How to Use Freebies in Marketing 163
18. Building Relationship Through Storytelling 171
19. Finding Your Brand Strategy 179
Notes 183
About the Author 187
Disclaimer 189