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Autore: | Tanner John F. |
Titolo: | Analytics and dynamic customer strategy : big profits from big data / / John F. Tanner, Jr |
Pubblicazione: | Hoboken, New Jersey : , : Wiley, , 2014 |
Descrizione fisica: | 1 recurso electrónico (256 páginas) : ilustraciones |
Disciplina: | 658.8 |
658.834 | |
Soggetto topico: | Big data |
Relaciones con los clientes | |
Marketing relacional | |
Datos masivos | |
Libros electrónicos | |
Note generali: | Description based upon print version of record. |
Nota di bibliografia: | Includes bibliographical references and index. |
Nota di contenuto: | 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; Notes |
Chapter 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 | |
Chapter 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 | |
Citibank 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 | |
Global 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 | |
Sommario/riassunto: | Key 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 |
Titolo autorizzato: | Analytics and dynamic customer strategy |
ISBN: | 1-118-91976-9 |
1-118-91978-5 | |
Formato: | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910132337003321 |
Lo trovi qui: | Univ. Federico II |
Opac: | Controlla la disponibilità qui |