Following Einstein’s sentence: “Everything should be made as simple as possible, but not simpler. If you can’t explain it simply, you don’t understand it well enough,” this book puts a spotlight on the complex marketing ecosystem from a physicist’s point of view. Today’s marketing world is overcomplex; CMOs face the challenge to transform their current target operating models towards a 100% customer-centric and data-driven way of working. A journey from good old mad-men toward math-men marketing. This book consists of three parts: The first part strips down the complexity of the marketing universe to the leanest frame of reference and then brings back the complexity, step by step, in single dimensions. Part two and three just follow these thoughts and provide a detailed description of 56 small atoms that can be used in a maturity assessment of your marketing. How to use them in a broader transformation concludes the book. In summary: An end-2-end guideline how to pursue and master the transformation from mad-men towards a math-men marketing operating model.
Mathias Elsässer
Mathias Elsässer is Partner for “CMO Advisory” and member of the customer-centric-transformation leadership team at PricewaterhouseCoopers Germany. He has over 23 years of professional and managerial experience in Consulting. Elsässer worked for global organizations across the Retail, Consumer Goods, Entertainment, Automotive, and Banking/Insurance industries and managed strategy, business, and IT consulting projects for major European companies accross the world.
He is known for his innovative way of using physics within marketing and has been invited as speaker to OMR, dmexco, dreamforce, cebit, etc. He also supports lectures at various universities (HSG, HFU, FAU, ISM).
Mathias Elsässer earned an executive MBA in 2005 and a Physics Diploma in 1997.
| Delivery time | Delivery time 2-3 working days. |
| Number of Pages | 220 |
| Publication date | 22.03.2022 |
| Language | English |
| e-book DRM | Digital Rights Management - Watermark |
| Type | E-Book |
| E-book format | PDF |
| ISBN | 978-3-8382-7651-9 |
| Product safety information (EU GPSR) | read more |
„A fresh view and fun to read, this book provides useful levers for the digital transformation of marketing activities. The author shares plenty of valuable insights and illustrative examples which enable the successful implementation of data-driven marketing in an organization.“—Nicole Koschate-Fischer,
Professor of Marketing Intelligence, School of Business, FAU Erlangen-Nürnberg
"In this fresh and exciting take, Mathias Elsässer manages to reduce the complexity of modern data management, defining a marketing ecosystem from a physicist's perspective. Intriguing thought experiments show us how and why a customer data platform (CDP) is becoming increasingly indispensable for every CMO. Elsässer's novel framework furnishes a useful blueprint for customer-centric marketing that aims to help marketers on the path from mad men to 'math-men'—recommended."—Chris O'Hara, VP Global Product Marketing and author of Customer Data Platforms (Wiley, 2021)
"When my good old friend Mathias unpacks his physicist mind it is always exciting and entertaining. How can “thought experiments” help to understand the complex world of customer-centric marketing and why do 56 small ma.tomics help to master a marketing transformation?
All this can be found in this new amazing book. For me a very inspiring and must-read for every CMO and CIO interested in state-of-the-art intelligent data-driven marketing."—Tim Heldmann, Chief Marketing Officer (CMO) at Clas Ohlson
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