Engaging Customers Using Big Data [electronic resource] : How Marketing Analytics Are Transforming Business /
Sathi, Arvind.author.
Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.
Cover; Title; Copyright; Dedication; Contents; List of Illustrations; Acknowledgments; Chapter 1 Introduction; Why This Book?; Propositions; Data Sources; Audience; Book Overview; Chapter 2 Changing Winds; Introduction; Rise of Digital Society; Connected Cars; Ubiquitous Use of Mobile Platform; Savvy Customers Discover Social Networking; Crowdsourced Analytics Tools; Monetization; Private and Public Cloud; Customer Preferences and Privacy Concerns; So How Does It Impact Marketing?; Chapter 3 From Sample to Population; Introduction; Census Data; Social Media Data; Location Data
Product Usage DataShopping Data; Conversation Data; Purchase Data; Proposition; Chapter 4 From Broadcast to Collaboration; Introduction; Personalized Customer / Product Research; Online Advertising; Multichannel Shopping; Intelligent Campaigns; Big-ticket Items and Auction / Negotiation Markets; Games, Videos, Smartphones, and Tablets; Crowdsourcing and Jams; Endorsements and Viral Buzz; Proposition; Chapter 5 From Silo'ed to Orchestrated Marketing; Introduction; Customer Profile; Entity Analytics; Personal Privacy Preference Management; Dynamic Pricing
Orchestration for Context-based Advertising and PromotionCross-channel Coordination; Market Tests; Proposition; Chapter 6 Technological Enablers; Introduction; Velocity, Volume, Variety, and Veracity of Data; Stream Computing to Address Velocity; Analytics and Storage Engines on Massively Parallel Platforms for High-volume Processing; High-variety Data Analysis; Pattern Discovery; Experiment Design and Adaptive Intelligence; Customer Veracity and Identity Resolution; Hybrid Solution Architectures; Summary; Chapter 7 Changes to Marketing Ecosystem and Organization; Introduction
How Does Big Data Change Media Planning and Marketing Research?Personalized Marketing Actions and the Changing Ecosystem for Advertising; Marketing Orchestration and the Impact on Product Management; Data Scientists-Where Do They Belong?; Infrastructure, Data, or Analytics as a Service; A New Role for Marketing Communications Departments; Evolution versus Revolution; Summary; Chapter 8 Consumer versus Corporate Marketing-Convergence or Divergence?; Introduction; How Is Corporate Marketing Different from Consumer Marketing?; Proposition 1: Big Data and Ability to Observe the Population
Proposition 2: New Ways to Influence the CustomerProposition 3: Orchestration for Corporate Marketers; Conclusions; About the Author; Notes; Index
Includes index.
Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.
Marketing.
Market research.
Big data.
Economics.
Management science.
Marketing.
Market Research/Competitive Intelligence.
Big Data/Analytics.
Economics, general.