LEADER 05552nam 2200721 450 001 9910790533003321 005 20200520144314.0 010 $a1-118-73402-5 010 $a1-118-73405-X 035 $a(CKB)2550000001127211 035 $a(EBL)1426518 035 $a(SSID)ssj0001001052 035 $a(PQKBManifestationID)11541189 035 $a(PQKBTitleCode)TC0001001052 035 $a(PQKBWorkID)10961157 035 $a(PQKB)11494832 035 $a(DLC) 2013027943 035 $a(Au-PeEL)EBL1426518 035 $a(CaPaEBR)ebr10774378 035 $a(CaONFJC)MIL527875 035 $a(OCoLC)852745798 035 $a(CaSebORM)9781118734025 035 $a(MiAaPQ)EBC1426518 035 $a(EXLCZ)992550000001127211 100 $a20130705h20132013 uy| 0 101 0 $aeng 135 $aurunu||||| 181 $ctxt 182 $cc 183 $acr 200 10$aBig data marketing $eengage your customers more effectively and drive value /$fLisa Arthur 205 $a1st edition 210 1$aHoboken, New Jersey :$cJohn Wiley & Sons, Inc.,$d[2013] 210 4$dİ2013 215 $a1 online resource (210 p.) 300 $aDescription based upon print version of record. 311 $a1-118-73389-4 311 $a1-299-96624-1 320 $aIncludes bibliographical references and index. 327 $aCover; 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 Experience 327 $aBlending 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 Insights 327 $aChapter 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 Data 327 $aBig 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 Company 327 $aAgile 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 Author 327 $aIndex 330 $aLeverage 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 example 606 $aMarketing$xManagement 606 $aMarketing$xData processing 606 $aMarketing research$xStatistical methods 606 $aInternet marketing 615 0$aMarketing$xManagement. 615 0$aMarketing$xData processing. 615 0$aMarketing research$xStatistical methods. 615 0$aInternet marketing. 676 $a658.8/3 700 $aArthur$b Lisa$01569666 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910790533003321 996 $aBig data marketing$93842700 997 $aUNINA