The billion dollar paperclip
Subtitle: think smarter about your data
By: Gregory Short
Publisher: Madeleine Books
Published: 2014
Place of publication: Carlsbad, CA
Language: eng
ISBN-13: 9780989742634; 9780989742610; 9780989742603
Copyright date: 2013
Subjects: Databases; Database management; Database industry; Marketing; COMPUTERS; General
Description: EVERY PRODUCT HAS A STORY TO BE TOLD Two nearly identical products are released: one breaks all sales records while the other sits on store shelves untouched. The products look the same. They have the same target market, the same price, and similar retailers. So why did one succeed, where the other failed? Market researchers and data analysts have been wrestling with questions like this for decades. As the flood of Big Data adds both possibilities and complexities to traditional research methodologies, the ultimate solution for companies seeking to become data enabled has finally emerged. Insp.
Table of contents: title: Cover Page; AUTHOR'S NOTE; PART 1: THE NEED FOR CONTEXTUAL ANALYTICS; 1. THE ROLE OF DATA IN YOUR COMPANY; THE AGNOSTIC, THE OBSESSED, AND THE AMBIVALENT; GIVING DATA A SEAT AND A VOICE; A PROVEN APPROACH; 2. CONTEXT IS EVERYTHING; HOW CONTEXTUAL ANALYTICS MIRRORS THE BRAIN; TRADITIONAL RESEARCH METHODS; WHY THESE METHODS TELL ONLY PART OF THE STORY; CONTEXTUAL ANALYTICS; THE UNDERPINNING OF CONTEXTUAL ANALYTICS; YOU CAN'T TRACK IT IF YOU CAN'T SEE IT; 3. WHAT'S YOUR DATA HIDING?; WHY? WHY? WHY?; LITTLE OR NO CHANGE SINCE THE DARK AGES; WHERE WE CAN GO FROM HERE; 4. BEYOND BIG DATA.; title: "BIG" ONLY MEANS MORE OF THE SAMEHOW CONTEXTUAL ANALYTICS FILLS THE GAPS; PART 2: THE NEED FOR CONTEXTUAL ANALYTICS; 5. DATA SOURCES; THE SUPPLY CHAIN; THE CONSUMPTION CHAIN; THE DISCOVERY LOOP; THE NEED FOR DIFFERENT TYPES OF DATA; 6. DATA QUALITY; CAPTURED DATA; OBSERVED DATA; SAMPLED DATA; MANAGING WITH DIFFERENT QUALITY DATASETS; 7. DATA LINKS; SAME PRODUCT, DIFFERENT IDENTITIES; THE SAME STORY FOR THE ATTRIBUTION LAYER; ATTRIBUTION DATA: CURATED VS. CROWD-SOURCED; MANAGING "GOOD ENOUGH" DATA; PART 3: THE BUSINESS OF CONTEXTUAL ANALYTICS; 8. THE EVOLUTION IS AT HAND; DATA-AS-A-SERVICE.; title: DATA: COMMODITIZED AND OPEN SOURCEDTHE NEW GAME OF MARKET RESEARCH; 9. HOW TO MAKE MONEY IN MARKET RESEARCH; ... AS A DATA COMPANY; ... AS A TECHNOLOGY COMPANY; ... AS A SERVICE COMPANY; ... BY DELIVERING MAXIMUM VALUE; THE RISING TIDE FOR BOUTIQUE VENDORS; 10. COST VS. VALUE WITH CONTEXTUAL ANALYTICS; THE PRICE OF INERTIA; THE COST VERSUS MONEY ALREADY BEING SPENT; THE BENEFIT OF ENABLING INNOVATION (OR NOT); 11. THE ROAD TO CONTEXTUAL ANALYTICS; EVOLVING ... AS A DATA COMPANY; EVOLVING ... AS A TECHNOLOGY COMPANY; EVOLVING ... AS A SERVICE PROVIDER; PART 4: BEING A CHAMPION OF CHANGE.; title: 12. BEING A BETTER DATA CONSUMERASK SMARTER QUESTIONS AS A DATA CONSUMER; EXPAND, REUSE, AND RECYCLE YOUR DATA; RECOGNIZE THE "SWORDS" AND THE "SHIELDS"; THE IDEAL APPROACH; 13. BEING A DATA LEADER; THE TASK BEFORE US; A GROUND FLOOR OPPORTUNITY FOR DATA LEADERS; 14. ACQUIRING TRUTH THROUGH CONTEXT; IN PURSUIT OF MEANING; SEE THE BIGGER PICTURE; RESOURCES; ABOUT THE AUTHOR.