Big data marketing
Subtitle: engage your customers more effectively and drive value
By: Lisa Arthur
Publisher: Wiley
Published: 2013
Language: eng
Number of pages: 192
ISBN-13: 9781118733899
Subjects: Statistical methods; Management; Internet marketing; Data processing; Marketing; Marketing research
Notes: Includes bibliographical references and index.
Table of contents: title: I. The problem: how did we get here?; title: Moving out of the Dark Ages; title: Why is marketing antiquated?; title: The data hairball; title: II. Getting ready for big data marketing; title: Definitions of the real world of big data marketing; title: Meet the modern marketing department (Michelangelo meets Einstein); title: III. The five steps to data-driven marketing and big data insights; title: Step one: get smart, get strategic; title: Step two: tear down the silos; title: Step three: untangle the data hairball; title: Step four: make metrics your mantra; title: Step five: process is the new black; title: IV. Realizing the value of big data marketing; title: Drive value through relevant marketing; title: The bright, enlightened world of customer experience.