Customer Intelligence

From Data to Dialogue

Inbunden, Engelska, 2005

909 kr

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Developed from the authors' experience working with firms seeking to build better business intelligence, The Customer Information Wars is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage. At its core, it attempts to explain why the "age of information" has failed to live up to its own hype of specialization, personalization over homogenization, and consistently satisfying customers.

Produktinformation

Utgivningsdatum2005-11-18
Mått150 x 229 x 20 mm
Vikt522 g
FormatInbunden
SpråkEngelska
Antal sidor280
FörlagJohn Wiley & Sons Inc
ISBN9780470018583

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Seán Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Seán was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Seán is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.

Foreword by Malcolm McDonald xi Acknowledgements xiiiIntroduction xvPart I The Decade of Customer Information Exploitation: 1990–2000 1Chapter 1 The Concept of Customer Intelligence: From Product to Customer 3Chapter 2 Achieving an Intelligence Capability: From Data to Knowledge 37Chapter 3 The Eclipse of Mass Marketing: From Many to One 77Chapter 4 Achieving Segmentation and Differentiation: From Fuzzy to Focused 105Part II The Decade of Customer Information Exchange: 2000–2010 129Chapter 5 The Collapse of Time: From Lapsed to Real 131Chapter 6 Customer Privacy and Confidentiality: From Surveillance to Permission 155Chapter 7 Closing the Loop: From Monologue to Dialogue 185Chapter 8 The New Practice of Marketing: From Selling to Buying 203Notes 229Index 237

"Kelly's elegant, jargon-free style and compelling arguments make the work read like a whodunnit..." (Journal of Direct, Data and Digital Marketing Practice, March 2006)"... this book is indispensable" (The Marketer, April 2006)"it should still prove equally inspiring [as his previous book, Data Warehousing]" (Information Age, April 2006)"... succeeds in crystallising a radical change in marketing...." (Journal of Direct Data & Digital Marketing Practise, June 2006)