Engage Your Customers More Effectively and Drive Value
Author: Lisa Arthur
Publisher: John Wiley & Sons
Category: Business & Economics
Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.
Marketing at the Meeting of Data, Social Science and Consumer Insight
Author: Colin Strong
Publisher: Kogan Page Publishers
Category: Business & Economics
Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets.
This highly original book is an ethnographic noir of how Big Data profits from patient private health information. The book follows personal health data as it is collected from inside healthcare and beyond to create patient consumer profiles that are sold to marketers. Primarily told through a first-person noir narrative, Ebeling as a sociologist-hard-boiled-detective, investigates Big Data and the trade in private health information by examining the information networks that patient data traverses. The noir narrative reveals the processes that the data broker industry uses to create data commodities—data phantoms or the marketing profiles of patients that are bought by advertisers to directly market to consumers. Healthcare and Big Data considers the implications these “data phantoms” have for patient privacy as well as the very real harm that they can cause.
This book presents different use cases in big data applications and related practical experiences. Many businesses today are increasingly interested in utilizing big data technologies for supporting their business intelligence so that it is becoming more and more important to understand the various practical issues from different practical use cases. This book provides clear proof that big data technologies are playing an ever increasing important and critical role in a new cross-discipline research between computer science and business.
How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits
Author: Russell Glass
Publisher: John Wiley & Sons
Category: Business & Economics
Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to WinCustomers, Beat Competitors, and Boost Profits makes the casethat big data is for real, and more than just big hype. The bookuses real-life examples—from Nate Silver to Copernicus, andApple to Blackberry—to demonstrate how the winners of thefuture will use big data to seek the truth. Written by a marketingjournalist and the CEO of a multi-million-dollar B2B marketingplatform that reaches more than 90% of the U.S. businesspopulation, this book is a comprehensive and accessible guide onhow to win customers, beat competitors, and boost the bottom linewith big data. The marketplace has entered an era where the customer holds allthe cards. With unprecedented choice in both the consumer world andthe B2B world, it's imperative that businesses gain a greaterunderstanding of their customers and prospects. Big data is the keyto this insight, because it provides a comprehensive view of acompany's customers—who they are, and who they may betomorrow. The Big Data-Driven Business is a complete guideto the future of business as seen through the lens of big data,with expert advice on real-world applications. Learn what big data is, and how it will transform theenterprise Explore why major corporations are betting their companies onmarketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodelmarketing Better information allows for better decisions, bettertargeting, and better reach. Big data has become an indispensabletool for the most effective marketers in the business, and it'sbecoming less of a competitive advantage and more like an industrystandard. Remaining relevant as the marketplace evolves requires afull understanding and application of big data, and The BigData-Driven Business provides the practical guidance businessesneed.
How can Big Data Marketing save your startup? Marketing has changed, but startups didn't follow that change. See what Big Data Marketing can do for brands, particularly those that are entering the market. The percentage of startups that fail and close after a few years or just months of activity is frighteningly high. However, these startups are usually created with huge expectations, well justified by the use of the most advanced technologies to create products and / or services that serve the customers much better. Using the latest technologies to create better products and services should be a path to success, especially as it should add value to customers' lives, but that does not seem to be the case for many of these startups. The most important thing you can gain from reading this short book is learning how to use 21st century marketing technologies, including using the ocean of data we are all producing to micro-segment and micro-direct your communication. The book will demonstrate what can be done radically differently to take a startup to success.
Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. This book shows marketers today how to seek small samples from their customers to observe their behavior, predict changes, and act using a series of unconnected business actions. Big Data has changed the game completely—we can connect with customers, record every click on the web, watch every step in the store, and listen to all public conversations. Unlike today's environment, where marketers broadcast across a set of customer segments, we can now personalize our communications to each customer based on their current predisposition to the products being sold. The book makes three major propositions: 1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior. 2. Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools. 3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before. These changes have tremendous impact on our marketing processes and capabilities. In the first half of the book, using a series of examples from big data pioneers, such as PF Chang's, Best Buy, Google, and IBM, Sathi describes how each marketing function is undergoing fundamental changes: how personalized advertising is delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention; how customer behaviors are collected from a variety of sources across many industries and examined to identify micro segments; and how online and physical stores collaborate to provide a unified shopping experience and deliver product information. The second half of the book examines the tools and techniques for marketing science in support of these capabilities including statistical techniques, qualitative reasoning, and real-time pattern detection, to name a few. Based on these changes, the book prescribes the changes needed to update our skill and tools for Marketing Analytics.
How Big Data Will Change the Way of Doing Business?
Author: Michael Toedt
Data is everywhere. There is no way to stop, deny or avoid it. Big Data is the next economic revolution. After the triumphant success of the Internet, the capabilities of managers to use the endless and steadily increasing amount of data will split companies into those who know what they do, and those who just guess. There will only be winners or losers. Managers need to understand that we are on the verge of a new economic era. The more they listen and learn, the higher the chance to win the data race. Why is Big Data so important? Big Data can help companies to increase their revenues, improve their profit margins, reduce risks and cut costs. Intelligent use of data supports customer acquisition, allows for higher prices, minimizes the risk of unprofitable investments, improves profit margins, supports the direct distribution channels, and helps to bypass expansive third-party vendors. It also generates customer loyalty and eventually helps to reduce technology, administration and payroll costs. There are manifold reasons to take a deeper look into Big Data. In medieval times, merchants in the Mediterranean accumulated extreme wealth by trading in spices such as salt. Nowadays, the prosperity of a company strongly correlates with its ability to manage and use customer data.
In an age where everything is measurable, understanding big data is an essential. From creating new data-driven products through to increasing operational efficiency, big data has the potential to make your organization both more competitive and more innovative. As this emerging field transitions from the bleeding edge to enterprise infrastructure, it's vital to understand not only the technologies involved, but the organizational and cultural demands of being data-driven. Written by O'Reilly Radar's experts on big data, this anthology describes: The broad industry changes heralded by the big data era What big data is, what it means to your business, and how to start solving data problems The software that makes up the Hadoop big data stack, and the major enterprise vendors' Hadoop solutions The landscape of NoSQL databases and their relative merits How visualization plays an important part in data work