Big data marketing : engage your customers more effectively and drive value /
Arthur, Lisa,author.
Includes bibliographical references and index.
I. The problem: how did we get here? -- Moving out of the Dark Ages -- Why is marketing antiquated? -- The data hairball -- II. Getting ready for big data marketing -- Definitions of the real world of big data marketing -- Meet the modern marketing department (Michelangelo meets Einstein) -- III. The five steps to data-driven marketing and big data insights -- Step one: get smart, get strategic -- Step two: tear down the silos -- Step three: untangle the data hairball -- Step four: make metrics your mantra -- Step five: process is the new black -- IV. Realizing the value of big data marketing -- Drive value through relevant marketing -- The bright, enlightened world of customer experience.
Marketing
Marketing
Marketing research
Internet marketing.
Big data marketing