04995nam 2200613 450 991082906320332120230803203249.01-118-91976-91-118-91978-5(CKB)3710000000134373(EBL)1715408(OCoLC)877564696(OCoLC)884594220(MiAaPQ)EBC1715408(EXLCZ)99371000000013437320140701h20142014 uy 0engur|n|---|||||rdacontentrdamediardacarrierAnalytics and dynamic customer strategy big profits from big data /John F. Tanner, JrHoboken, New Jersey :Wiley,20141 recurso electrónico (256 páginas) ilustracionesDescription based upon print version of record.1-306-89292-9 1-118-90573-3 Includes bibliographical references and index.Cover; Title Page; Copyright; Contents; Foreword; Preface; Acknowledgments; Part One Big Data and Dynamic Customer Strategy; Chapter 1 Big Strategy for Big Data; Beyond the Hype; The Value of Accelerated Learning; Introducing Dynamic Customer Strategy; DCS Complements Design School; Barriers to Big Data and DCS; Summary; Notes; Chapter 2 Mapping Dynamic Customer Strategy; Theory as Strategy; Concepts; Relationships; Establishing Causality through Control; Conditions; Making the Model Operational; Target''s Behavioral Loyalty Model; Simple versus Complex Models; Summary; NotesChapter 3 Operationalizing StrategyConceptual to Operational; Operational Definitions; From Strategy to Action; Microsoft''s DCS and Fail-Fast Mentality; Experiments and Decisions; Managing Decision Risk; Using Big Data Effectively; Summary; Notes; Part Two Big Data Strategy; Chapter 4 Creating a Big Data Strategy; Avoiding Data Traps; An Airline Falls into a Data Trap; Creating the Data Strategy; Summary; Notes; Chapter 5 Big Data Acquisition; Measurement Quality; The Truth and Big Data; Acquiring Big Data; Making Good Choices; The Special Challenge of Salespeople; Summary; NotesChapter 6 Streaming InsightThe Model Cycle; Applications of Statistical Models; Types of Data-Types of Analytics; Matching Data to Models; Summary; Chapter 7 Turning Models into Customers; Mac''s Avoids Mindless Discounting; Decision Mapping; Conversations and Big Data; Cascading Campaigns; Cascading Campaigns Accelerate Learning; Accelerating the Process with Multifactorial Experimental Design; Summary; Notes; Chapter 8 Big Data and Lots of Marketing Buzzwords; Customer Experience Management; Value and Performance; Performance, Value, and Propensity to Relate; ResponsivenessCitibank MasterCard Responds at Market LevelTransparency; Community; Cabela''s Journey to Customer Experience; Summary; Notes; Chapter 9 Big Data Metrics for Big Performance; The Big Data of Metrics; Variation and Performance; Creating a Tolerance Range; Visualization; Creating the Right Metrics; Summary; Notes; Part Three Big Data Culture; Chapter 10 The Near-Simultaneous Adoption of Multiple Innovations; Building Absorptive Capacity; People, Process, and Tools; Managing the Change; Empowering Your Entrepreneurs; Konica-Minolta''s Awesome Results; One Result: Customer Knowledge CompetenceGlobal ImplementationNotes; Summary; Notes; Chapter 11 Leading (in) the Dynamic Customer Culture; Leadership, Big Data, and Dynamic Customer Strategy; Leadership and Culture; Movements; Exploiting Strategic Experimentation; Big Data, Big Decisions, Big Results; Afterword; Additional Readings; About the Author; Index; EULAKey decisions determine the success of big data strategy Dynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily beBig dataRelaciones con los clientesLOCALMarketing relacionalLOCALDatos masivosLOCALLibros electrónicosLOCALBig data.Relaciones con los clientesMarketing relacionalDatos masivosLibros electrónicos658.8658.834Tanner John F.24701MiAaPQMiAaPQMiAaPQBOOK9910829063203321Analytics and dynamic customer strategy4113326UNINA