Big Data Marketing

Engage Your Customers More Effectively and Drive Value

Inbunden, Engelska, 2013

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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 knowDetails 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 organizationAuthor 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 eventsBig Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.

Produktinformation

Utgivningsdatum2013-11-19
Mått160 x 229 x 18 mm
Vikt386 g
FormatInbunden
SpråkEngelska
Antal sidor208
FörlagJohn Wiley & Sons Inc
ISBN9781118733899

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LISA ARTHUR is the Chief Marketing Officer for Teradata Applications, an integrated marketing software company. Teradata Applications provides consumer (B2C) and business-to-business (B2B) marketers with software applications and consulting to help navigate change. As the Chief Marketing Officer for Teradata Applications, Lisa serves as an industry thought leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation (NYSE: TDC), the world’s leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. In her role, Arthur drives global business, market, and brand strategy and meets with thousands of CMOs and marketing professionals annually through public speaking and events.

Foreword Thomas H. Davenport ixAcknowledgments xiiiIntroduction 1I The Problem: How Did We Get Here? 31 Moving Out of the Dark Ages 52 Why Is Marketing Antiquated? 153 The Data Hairball 27II Get Ready for Big Data Marketing 394 Definitions for the Real World of Big Data Marketing 415 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51III The Five Steps to Data-Driven Marketing and Big Data Insights 676 Step One: Get Smart, Get Strategic 697 Step Two: Tear Down the Silos 858 Step Three: Untangle the Data Hairball 999 Step Four: Make Metrics Your Mantra 11310 Step Five: Process Is the New Black 131IV Realizing the Value of Big Data Marketing 14711 Drive Value through Relevant Marketing 14912 The Bright, Enlightened World of Customer Experience 167Notes 177Resources 183About the Author 185Index 187