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Data is the biggest and best tool marketers use for their campaigns and strategies.
The cost of a non-segmented campaign compared to a segmented one is 2.7 times higher (Beales, 2009).
A study prepared for Yahoo! concluded that segmented advertising is 9 times more effective than mass advertising.
“Numbers Count in Marketing: The Art and Science of Communicating Numbers” is a book that explores how numerical information can be presented effectively and persuasively. Written by Chip Heath and Karla Starr, the book focuses on the challenges that arise when trying to communicate numbers and provides strategies and tools to do so clearly and concisely.
The book is structured in a clear and accessible format, with chapters that address the different aspects of the presentation of numerical information in the industry of various economic sectors; The authors combine theories of psychology, communication, and statistics to create a unique approach to presenting data in areas of marketing, so each chapter includes concrete examples of how to apply the strategies discussed in real situations, which helps to readers to better understand how to use the tools and techniques in their own work.
One of the strengths of the book is its focus on persuasion and how to present numerical information in a way that is engaging and memorable to your target audience. The authors discuss how the presentation of numerical information can be influenced by psychological factors, such as the subjective perception of numbers and the way the information is presented visually. In addition, they provide strategies to make numbers more accessible and easier to understand, such as using clear and concise graphs and tables.
Another important aspect of the book is its focus on simplicity and clarity. The authors point out the importance of presenting numerical information in a way that is easy to understand and does not overload the target audience with unnecessary information. To do this, they offer strategies to identify and eliminate irrelevant data and present the information in a concise way.
However, some readers may find the book’s approach too theoretical and may find it difficult to apply the strategies in their own work, business, or venture. Although the book provides many useful tools for presenting numerical information, the practical application of these strategies may require some prior knowledge of the subject, so the book may be most useful for those already in the industry. of the marketing and advertising, which makes it an ideal reference text.
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