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Big data marketing : engage your customers more effectively and drive value / Lisa Arthur.
Record details
- ISBN: 9781118733899 (Cloth)
- ISBN: 1118733894 (Cloth)
- Physical Description: xiv, 192 p. : ill. ; 23 cm.
- Publisher: Hoboken, New Jersey : Wiley, c2013.
Content descriptions
Bibliography, etc. Note: | Includes bibliographical references (pages 177-184) and index. |
Formatted Contents Note: | 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. |
Search for related items by subject
Subject: | Marketing > Management. Marketing > Data processing. Marketing research > Statistical methods. Internet marketing. |