The Big Data-Driven Business : How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits.
Title:
The Big Data-Driven Business : How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits.
Author:
Glass, Russell.
ISBN:
9781118889848
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (227 pages)
Contents:
The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits -- Contents -- Acknowledgments -- Introduction: Why We Wrote This Book, and How It Can Help You -- Chapter 1: Big Data, Big Benefits -- Chapter 2: The Evolution of the Customer-Focused, Data-Driven Business -- Chapter 3: The Evolution of the Buyer's Journey, or How the Internet Killed the Three-Martini Lunch -- Chapter 4: The Marketing Stack-Why CMOs and CIOs Are Working Together -- The Software in the Stack -- Marketing Automation Software -- Business Intelligence Databases -- CRM Systems -- Content Management Systems -- Blogging Platforms -- Data Management Platforms -- Analytics Tools -- Social Media Management Software -- Predictive Lead Scoring -- Customer Service/Call Center Software -- E-Commerce Platforms -- Search Engine Management Platforms -- Demand-Side Platform (DSP) -- Chapter 5: How Technology Bridges the Gap between Marketing and Sales -- Technology Brings Harmony between Sales and Marketing at DocuSign -- How Bizo Used Data to Boost Marketing-Sales Alignment -- Chapter 6: Data and the Rise of Online Advertising -- Early Uses of Audience Data -- Early Marketing Analytics-Audience Auditing -- The Rise of Internet Advertising -- Ad Networks -- Audience Platforms -- Online Advertising Exchanges -- Retargeted Display Ads -- Social Media Advertising's Powerful Leap Forward -- How Marketers Are Putting Data on Display -- Zend Technologies -- Zuora -- The LiveAds -- Zendesk -- Chapter 7: Using Data to Better Understand Customers and Pursue Prospects -- Netflix Flexes Its Data Muscle -- SaaS and Its Powerful Window on the Customer -- The Power of Predictive Lead Modeling -- Data Isn't Reserved for Dot-Coms -- Chapter 8: The Arrival of Left-Brained Leaders and the Rise of the Marketing Department.
Chapter 9: Implementing a Big Data Plan (Sometimes by Thinking Small) -- Eleven Principles to Follow When Bringing Big Data into Your Business -- Focus on the Customer to Determine What Questions You Want Your Data to Answer -- It's Big Data, but Start Small -- Don't Bet Everything on Technology -- Hire the Right People -- Maintain Some Control of the Technology Piece -- Measure, Measure, and Measure Some More -- Stay on Top of Your Data and the Processes Around That Data -- Conduct a Data Audit and Strive to Integrate Data Silos -- Cooperate with IT, Sales, Human Resources, and Other Stakeholders -- Practice Good Data Hygiene -- Develop a Road Map, but Anticipate Detours -- Chapter 10: Measurement, Testing, and Attribution -- Data and Measurement -- Measuring the Power of Display Ads -- Data and Testing -- Test No. 1: MyCase -- Test No. 2: Better Business Bureau -- Data and Attribution -- Attribution's Big Day -- Chapter 11: Data Can Be a Matter of Corporate Life and Death -- The Dead -- Digital Equipment Corporation -- Blockbuster -- Tower Records and Borders -- Near-Death Experience -- Culture Clash -- Missed Opportunity -- Whistling Past the Graveyard? -- Schadenfreude? -- Chapter 12: Using Data Responsibly -- Privacy and Online Advertising -- Privacy and the Corporate Database -- The Responsibility of Corporations -- 13. Big Data's Big Future -- How Cleversafe Harnessed the Power of Data -- Key Trends Defining Big Data's Future -- Personalization -- Integrating Data Silos and Platforms -- Marketing Measurement -- Predictive Analytics -- Mobile -- Internet of Things -- Privacy and Security -- Product Development -- Social Media -- Content Marketing -- Your Industry Will Not Escape -- The Human Touch Remains Essential -- Index -- End User License Agreement.
Abstract:
Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples-from Nate Silver to Copernicus, and Apple to Blackberry-to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers-who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and
The Big Data-Driven Business provides the practical guidance businesses need.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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