LEADER 04995nam 2200613 450 001 9910132337003321 005 20230803203249.0 010 $a1-118-91976-9 010 $a1-118-91978-5 035 $a(CKB)3710000000134373 035 $a(EBL)1715408 035 $a(OCoLC)877564696 035 $a(OCoLC)884594220 035 $a(MiAaPQ)EBC1715408 035 $a(EXLCZ)993710000000134373 100 $a20140701h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aAnalytics and dynamic customer strategy $ebig profits from big data /$fJohn F. Tanner, Jr 210 1$aHoboken, New Jersey :$cWiley,$d2014 215 $a1 recurso electrónico (256 páginas) $cilustraciones 300 $aDescription based upon print version of record. 311 $a1-306-89292-9 311 $a1-118-90573-3 320 $aIncludes bibliographical references and index. 327 $aCover; 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; Notes 327 $aChapter 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; Notes 327 $aChapter 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; Responsiveness 327 $aCitibank 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 Competence 327 $aGlobal 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; EULA 330 $aKey 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 be 606 $aBig data 606 $aRelaciones con los clientes$2LOCAL 606 $aMarketing relacional$2LOCAL 606 $aDatos masivos$2LOCAL 606 $aLibros electrónicos$2LOCAL 615 0$aBig data. 615 17$aRelaciones con los clientes 615 17$aMarketing relacional 615 27$aDatos masivos 615 27$aLibros electrónicos 676 $a658.8 676 $a658.834 700 $aTanner$b John F.$024701 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910132337003321 996 $aAnalytics and dynamic customer strategy$91944913 997 $aUNINA