top

  Info

  • Utilizzare la checkbox di selezione a fianco di ciascun documento per attivare le funzionalità di stampa, invio email, download nei formati disponibili del (i) record.

  Info

  • Utilizzare questo link per rimuovere la selezione effettuata.

Biblioteca

MARC Lista (tabellare)
Big data marketing : engage your customers more effectively and drive value / / Lisa Arthur
Big data marketing : engage your customers more effectively and drive value / / Lisa Arthur
Autore Arthur Lisa
Edizione [1st edition]
Pubbl/distr/stampa Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013]
Descrizione fisica 1 online resource (210 p.)
Disciplina 658.8/3
Soggetto topico Marketing - Management
Marketing - Data processing
Marketing research - Statistical methods
Internet marketing
Soggetto genere / forma Electronic books.
ISBN 1-118-73402-5
1-118-73405-X
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 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 Experience
Blending 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
Chapter 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
Big 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
Agile 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
Index
Record Nr. UNINA-9910453145603321
Arthur Lisa  
Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Big data marketing : engage your customers more effectively and drive value / / Lisa Arthur
Big data marketing : engage your customers more effectively and drive value / / Lisa Arthur
Autore Arthur Lisa
Edizione [1st edition]
Pubbl/distr/stampa Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013]
Descrizione fisica 1 online resource (210 p.)
Disciplina 658.8/3
Soggetto topico Marketing - Management
Marketing - Data processing
Marketing research - Statistical methods
Internet marketing
ISBN 1-118-73402-5
1-118-73405-X
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 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 Experience
Blending 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
Chapter 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
Big 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
Agile 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
Index
Record Nr. UNINA-9910790533003321
Arthur Lisa  
Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Big data marketing : engage your customers more effectively and drive value / / Lisa Arthur
Big data marketing : engage your customers more effectively and drive value / / Lisa Arthur
Autore Arthur Lisa
Edizione [1st edition]
Pubbl/distr/stampa Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013]
Descrizione fisica 1 online resource (210 p.)
Disciplina 658.8/3
Soggetto topico Marketing - Management
Marketing - Data processing
Marketing research - Statistical methods
Internet marketing
ISBN 1-118-73402-5
1-118-73405-X
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 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 Experience
Blending 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
Chapter 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
Big 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
Agile 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
Index
Record Nr. UNINA-9910815245903321
Arthur Lisa  
Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Consumer behaviour and analytics / / Andrew Smith
Consumer behaviour and analytics / / Andrew Smith
Autore Smith Andrew <1967 March 27->
Pubbl/distr/stampa London ; ; New York, New York : , : Routledge, , [2020]
Descrizione fisica 1 online resource (217 pages)
Disciplina 658.8342
Soggetto topico Consumer behavior
Marketing - Data processing
ISBN 0-429-48992-7
0-429-95335-6
0-429-95336-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto An introduction to consumer analytics -- Purchase insight and the anatomy of transactions -- Web & social media activity -- Extant research and exogenous cognition -- Elemental features of consumer choice : needs, economics, deliberation and impulse -- Perceptual and communicative features of consumer choice -- Individual and social features of consumption -- Knowledge driven marketing & the modular adaptive dynamic schematic -- Index.
Record Nr. UNINA-9910793607903321
Smith Andrew <1967 March 27->  
London ; ; New York, New York : , : Routledge, , [2020]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Consumer behaviour and analytics / / Andrew Smith
Consumer behaviour and analytics / / Andrew Smith
Autore Smith Andrew <1967 March 27->
Pubbl/distr/stampa London ; ; New York, New York : , : Routledge, , [2020]
Descrizione fisica 1 online resource (217 pages)
Disciplina 658.8342
Soggetto topico Consumer behavior
Marketing - Data processing
ISBN 0-429-48992-7
0-429-95335-6
0-429-95336-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto An introduction to consumer analytics -- Purchase insight and the anatomy of transactions -- Web & social media activity -- Extant research and exogenous cognition -- Elemental features of consumer choice : needs, economics, deliberation and impulse -- Perceptual and communicative features of consumer choice -- Individual and social features of consumption -- Knowledge driven marketing & the modular adaptive dynamic schematic -- Index.
Record Nr. UNINA-9910821142503321
Smith Andrew <1967 March 27->  
London ; ; New York, New York : , : Routledge, , [2020]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Customer-centricity : the new path to product innovation and profitability / / by Josep F. Valls Gimenez
Customer-centricity : the new path to product innovation and profitability / / by Josep F. Valls Gimenez
Autore Gimenez Josep F. Valls
Pubbl/distr/stampa Newcastle upon Tyne, England : , : Cambridge Scholars Publishing, , 2018
Descrizione fisica 1 online resource (vi, 150 pages)
Disciplina 658.800285425
Soggetto topico Marketing - Data processing
Customer services
Soggetto genere / forma Electronic books.
ISBN 1-5275-1913-9
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Intro -- Table of Contents -- Acknowledgements -- Introduction -- Part I -- Chapter One -- Chapter Two -- Chapter Three -- Chapter Four -- Part II -- Chapter Five -- Part III -- Chapter Six -- Chapter Seven -- Part IV -- Chapter Eight -- Part V -- Chapter Nine -- Bibliography.
Record Nr. UNINA-9910466521603321
Gimenez Josep F. Valls  
Newcastle upon Tyne, England : , : Cambridge Scholars Publishing, , 2018
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Data mining techniques [[electronic resource] ] : for marketing, sales, and customer relationship management / / Michael J.A. Berry, Gordon S. Linoff
Data mining techniques [[electronic resource] ] : for marketing, sales, and customer relationship management / / Michael J.A. Berry, Gordon S. Linoff
Autore Berry Michael J. A
Edizione [2nd ed.]
Pubbl/distr/stampa Indianapolis, Ind., : Wiley Pub., c2004
Descrizione fisica 1 online resource (671 p.)
Disciplina 658.8/02
Altri autori (Persone) LinoffGordon
Soggetto topico Data mining
Marketing - Data processing
Business - Data processing
Soggetto genere / forma Electronic books.
ISBN 1-280-35280-9
9786610352807
0-7645-6907-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Why and what is data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics: data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic Cluster detection -- Knowing when to worry: hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work.
Record Nr. UNINA-9910456427203321
Berry Michael J. A  
Indianapolis, Ind., : Wiley Pub., c2004
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Data mining techniques [[electronic resource] ] : for marketing, sales, and customer relationship management / / Michael J.A. Berry, Gordon S. Linoff
Data mining techniques [[electronic resource] ] : for marketing, sales, and customer relationship management / / Michael J.A. Berry, Gordon S. Linoff
Autore Berry Michael J. A
Edizione [2nd ed.]
Pubbl/distr/stampa Indianapolis, Ind., : Wiley Pub., c2004
Descrizione fisica 1 online resource (671 p.)
Disciplina 658.8/02
Altri autori (Persone) LinoffGordon
Soggetto topico Data mining
Marketing - Data processing
Business - Data processing
ISBN 1-280-35280-9
9786610352807
0-7645-6907-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Why and what is data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics: data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic Cluster detection -- Knowing when to worry: hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work.
Record Nr. UNINA-9910780454403321
Berry Michael J. A  
Indianapolis, Ind., : Wiley Pub., c2004
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Data mining techniques : for marketing, sales, and customer relationship management / / Michael J.A. Berry, Gordon S. Linoff
Data mining techniques : for marketing, sales, and customer relationship management / / Michael J.A. Berry, Gordon S. Linoff
Autore Berry Michael J. A
Edizione [2nd ed.]
Pubbl/distr/stampa Indianapolis, Ind., : Wiley Pub., c2004
Descrizione fisica 1 online resource (671 p.)
Disciplina 658.8/02
Altri autori (Persone) LinoffGordon
Soggetto topico Data mining
Marketing - Data processing
Business - Data processing
ISBN 1-280-35280-9
9786610352807
0-7645-6907-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Why and what is data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics: data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic Cluster detection -- Knowing when to worry: hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work.
Record Nr. UNINA-9910810592903321
Berry Michael J. A  
Indianapolis, Ind., : Wiley Pub., c2004
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Data mining techniques [[electronic resource] ] : for marketing, sales, and customer relationship management / / Gordon S. Linoff, Michael J.A. Berry
Data mining techniques [[electronic resource] ] : for marketing, sales, and customer relationship management / / Gordon S. Linoff, Michael J.A. Berry
Autore Linoff Gordon S
Edizione [3rd ed.]
Pubbl/distr/stampa Indianapolis, Ind., : Wiley Pub., Inc., 2011
Descrizione fisica 1 online resource (889 p.)
Disciplina 658.802
Altri autori (Persone) BerryMicahel J. A
Soggetto topico Data mining
Marketing - Data processing
Business - Data processing
Soggetto genere / forma Electronic books.
ISBN 1-280-68619-7
9786613663139
1-118-08745-3
1-118-08750-X
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Data Mining Techniques; Contents; Introduction; Chapter 1 What Is Data Mining and Why Do It?; What Is Data Mining?; Data Mining Is a Business Process; Large Amounts of Data; Meaningful Patterns and Rules; Data Mining and Customer Relationship Management; Why Now?; Data Is Being Produced; Data Is Being Warehoused; Computing Power Is Affordable; Interest in Customer Relationship Management Is Strong; Every Business Is a Service Business; Information Is a Product; Commercial Data Mining Software Products Have Become Available; Skills for the Data Miner; The Virtuous Cycle of Data Mining
A Case Study in Business Data Mining Identifying B of A's Business Challenge; Applying Data Mining; Acting on the Results; Measuring the Effects of Data Mining; Steps of the Virtuous Cycle; Identify Business Opportunities; Transform Data into Information; Act on the Information; Measure the Results; Data Mining in the Context of the Virtuous Cycle; Lessons Learned; Chapter 2 Data Mining Applications in Marketing and Customer Relationship Management; Two Customer Lifecycles; The Customer's Lifecycle; The Customer Lifecycle; Subscription Relationships versus Event-Based Relationships
Event-Based Relationships Subscription-Based Relationships; Organize Business Processes Around the Customer Lifecycle; Customer Acquisition; Who Are the Prospects?; When Is a Customer Acquired?; What Is the Role of Data Mining?; Customer Activation; Customer Relationship Management; Winback; Data Mining Applications for Customer Acquisition; Identifying Good Prospects; Choosing a Communication Channel; Picking Appropriate Messages; A Data Mining Example: Choosing the Right Place to Advertise; Who Fits the Profile?; Measuring Fitness for Groups of Readers
Data Mining to Improve Direct Marketing Campaigns Response Modeling; Optimizing Response for a Fixed Budget; Optimizing Campaign Profitability; Reaching the People Most Influenced by the Message; Using Current Customers to Learn About Prospects; Start Tracking Customers Before They Become "Customers"; Gather Information from New Customers; Acquisition-Time Variables Can Predict Future Outcomes; Data Mining Applications for Customer Relationship Management; Matching Campaigns to Customers; Reducing Exposure to Credit Risk; Predicting Who Will Default; Improving Collections
Determining Customer Value Cross-selling, Up-selling, and Making Recommendations; Finding the Right Time for an Offer; Making Recommendations; Retention; Recognizing Attrition; Why Attrition Matters; Different Kinds of Attrition; Different Kinds of Attrition Model; Predicting Who Will Leave; Predicting How Long Customers Will Stay; Beyond the Customer Lifecycle; Lessons Learned; Chapter 3 The Data Mining Process; What Can Go Wrong?; Learning Things That Aren't True; Patterns May Not Represent Any Underlying Rule; The Model Set May Not Reflect the Relevant Population
Data May Be at the Wrong Level of Detail
Record Nr. UNINA-9910464836703321
Linoff Gordon S  
Indianapolis, Ind., : Wiley Pub., Inc., 2011
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui