Big Data Marketing
Engage Your Customers More Effectively and Drive Value
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3.0 • 1 Rating
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- $18.99
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- $18.99
Publisher Description
Leverage big data insights to improve customer experiences and insure business success
Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing.
Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events
Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
Customer Reviews
Content Doesn't Quite Match the Title
This is a good primer on data driven marketing, but it didn't go into enough detail on the impact/opportunity of big data or how one exploits it. The book majors on topics like marketing organization, business strategy alignment and ROI measurement -- all valid topics, but equally so whether you are talking about big or small data. I was hoping for more discussion on big data topics like real-time marketing (i.e. velocity), data discovery, social media analytics (i.e. variety) and marketing technology (big data is a technology enabled trend when all said and done). The author works for Teradata but my sense is that Teradata have way more to say about big data than is covered in this book and so a bit more collaboration with the author's colleagues may have delivered a book of more substance. Still, it all depends on your definition of big data I suppose. And there's considerable debate over that!