05552nam 2200721 450 991081524590332120200520144314.01-118-73402-51-118-73405-X(CKB)2550000001127211(EBL)1426518(SSID)ssj0001001052(PQKBManifestationID)11541189(PQKBTitleCode)TC0001001052(PQKBWorkID)10961157(PQKB)11494832(DLC) 2013027943(Au-PeEL)EBL1426518(CaPaEBR)ebr10774378(CaONFJC)MIL527875(OCoLC)852745798(CaSebORM)9781118734025(MiAaPQ)EBC1426518(EXLCZ)99255000000112721120130705h20132013 uy| 0engurunu|||||txtccrBig data marketing engage your customers more effectively and drive value /Lisa Arthur1st editionHoboken, New Jersey :John Wiley & Sons, Inc.,[2013]©20131 online resource (210 p.)Description based upon print version of record.1-118-73389-4 1-299-96624-1 Includes bibliographical references and index.Cover; Title Page; Copyright; Contents; Foreword; Acknowledgments; Introduction; Part I The Problem: How Did We Get Here?; Chapter 1 Moving Out of the Dark Ages; The Threat of Digital Disruption; The Enlightened Age of Data; Chapter 2 Why Is Marketing Antiquated?; Tactical (versus Strategic) Marketing; Manual Marketing Management; Silos of Data and Demand for Real-time Engagement; Communicating the Value of Marketing; Lack of Talent and Training; Fragmented and Often Missing Data; Chapter 3 The Data Hairball; What Is the Data Hairball?; The Data Hairball and the Customer ExperienceBlending Art and Science Integrated Marketing, Really; Data Privacy and Security; Part II Get Ready for Big Data Marketing; Chapter 4 Definitions for the Real World of Big Data Marketing; Big Data Terminology; Big Data Marketing; Integrated Marketing Management (IMM); Marketing Operations Management; Customer Interaction Management; Digital Messaging; Digital Marketing; Chapter 5 Meet the Modern Marketing Department (Michelangelo Meets Einstein); The CMO as a Change Agent; The Data Scientist; The CMO and CIO Dynamic; Part III The Five Steps to Data-Driven Marketing and Big Data InsightsChapter 6 Step One: Get Smart, Get Strategic Vision Leads to Strategy; Customer Interaction Strategy; Analytics Strategy; Data Strategy; Organizational Strategy; Technology Strategy; Chapter 7 Step Two: Tear Down the Silos; Tearing Down Silos Internal to Marketing; Tearing Down Silos between Marketing and Other Lines of Business; Developing a Strategic Framework for Synergy; New Best Friends: The CMO and the CIO; Chapter 8 Step Three: Untangle the Data Hairball; Start with Talent; Silos Can Threaten Big Data Strategy; Data Strategy; Discovering Big DataBig Data Insights Combat Churn for US Telecommunications Provider Chapter 9 Step Four: Make Metrics Your Mantra; Use Metrics to Measure Outcomes; Lessons Learned from Cost per Lead; Part I: The ROI versus ROMI Debate; Part II: The ROI versus ROMMI Debate; Metrics Are the Cornerstone of Accountability; Metrics Improve Buy-In and Alignment; Reasons for Misalignment; Chapter 10 Step Five: Process Is the New Black; Process Is One of Marketing's New Four P's; Integrated Marketing Processes Accelerate Results; Concept to Campaign to Cash; Process Innovation at a Global IT Services CompanyAgile Marketing Part IV Realizing the Value of Big Data Marketing; Chapter 11 Drive Value through Relevant Marketing; Internal Value through Integrating Marketing; External Value through Integrating Marketing; Chapter 12 The Bright, Enlightened World of Customer Experience; The People Marketing Challenge; The People Marketing Opportunity; The Mobile Marketing Challenge; The Mobile Marketing Opportunity; The Information Management Marketing Challenge; The Information Marketing Opportunity; The Big Data Marketing Challenge; The Big Data Marketing Opportunity; Notes; Resources; About the AuthorIndexLeverage 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 exampleMarketingManagementMarketingData processingMarketing researchStatistical methodsInternet marketingMarketingManagement.MarketingData processing.Marketing researchStatistical methods.Internet marketing.658.8/3Arthur Lisa1694331MiAaPQMiAaPQMiAaPQBOOK9910815245903321Big data marketing4072813UNINA