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0 (hodnocen0 x )

EB

ONLINE

First edition

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014

1 online resource (156 pages) : illustrations

ISBN 9781606496978 (electronic bk.)

ISBN 9781606496961 (paperback)

Marketing strategy collection, ISSN 2150-9662

Print version: ISBN 9781606496961

Part of: 2014 digital library

Includes bibliographical references (pages 149-150) and index

1. Big data and dynamic customer strategy -- 2. The elements of dynamic customer strategy -- 3. Making sense of big data -- 4. Operationalizing strategy -- 5. Acquiring big (and little) data -- 6. Analytics for the rest of us -- 7. Turning models into customers -- 8. Of metrics and models -- 9. Making the case for big data solutions -- 10. Customer culture -- Notes -- References -- Index.

Marketers, merchandisers, and sales executives alike are struggling with Big Data--the data streaming at increasing speeds from myriad channels and options for communicating with customers. The tools are likely to continue to multiply, paralyzing many executives with simply too many choices. Using data from a four-year study, this book provides a process for rigorous decision making, eliminating the paralysis and optimizing decision making for marketing performance. This book is intended for a broad audience including students and professors in graduate business schools, and practicing business executives. The goal is to inform marketing practice and help current and future business leaders navigate through the competitive storms unleashed by technological change..

* attribution modeling * big data * customer relationship management * customer strategy * dynamic customer strategy * integrated marketing management * marketing automation * multichannel marketing * omnichannel marketing, * path to purchase * shopper journey

001769248

full

(Au-PeEL)EBL1582127

(CaONFJC)MIL559692

(CaPaEBR)ebr10821748

(MiAaPQ)EBC1582127

(OCoLC)867482208