The Resource Creating value with big data analytics : making smarter marketing decisions, Peter Verhoef, Edwin Kooge and Natasha Walk

Creating value with big data analytics : making smarter marketing decisions, Peter Verhoef, Edwin Kooge and Natasha Walk

Label
Creating value with big data analytics : making smarter marketing decisions
Title
Creating value with big data analytics
Title remainder
making smarter marketing decisions
Statement of responsibility
Peter Verhoef, Edwin Kooge and Natasha Walk
Creator
Contributor
Author
Editor
Subject
Language
eng
Cataloging source
NhCcYBP
http://library.link/vocab/creatorName
Verhoef, Peter C
Index
index present
LC call number
HF5415.32
LC item number
.V475 2016
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Kooge, Edwin
  • Walk, Natasha
  • Ebooks Corporation
http://library.link/vocab/subjectName
  • Consumer profiling
  • Big data
  • Marketing
Label
Creating value with big data analytics : making smarter marketing decisions, Peter Verhoef, Edwin Kooge and Natasha Walk
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Machine generated contents note: 1.Big data challenges -- Introduction -- Explosion of data -- Big data become the norm, but... -- Our objectives -- Our approach -- Reading guide -- 2.Creating value using big data analytics -- Introduction -- Big data value creation model -- The role of culture -- Big data analytics -- From big data analytics to value creation -- Value creation model as guidance for book -- Conclusions -- 2.1.Value-to-customer metrics -- Introduction -- Market metrics -- New big data market metrics -- Brand metrics -- New big data brand metrics -- Customer metrics -- New big data customer metrics -- V2S metrics -- Should firms collect all V2C metrics? -- Conclusions -- 2.2.Value-to-firm metrics -- Introduction -- Market metrics -- Brand metrics -- Customer metrics -- Customer lifetime value -- New big data metrics -- Marketing ROI -- Conclusions -- 3.Data, data everywhere -- Introduction -- Data sources and data types -- Using the different data sources in the era of big data -- Data warehouse -- Database structures -- Data quality -- Missing values and data fusion -- Conclusions -- 3.1.Data integration -- Introduction -- Integrating data sources -- Dealing with different data types -- Data integration in the era of big data -- Conclusions -- 3.2.Customer privacy and data security -- Introduction -- Why is privacy a big issue? -- What is privacy? -- Customers and privacy -- Governments and privacy legislation -- Privacy and ethics -- Privacy policies -- Privacy and internal data analytics -- Data security -- Conclusions -- 4.How big data are changing analytics -- Introduction -- The power of analytics -- Different sophistication levels -- General types of marketing analysis -- Strategies for analyzing big data -- How big data changes analytics -- Generic big data changes in analytics -- Conclusions -- 4.1.Classic data analytics -- Introduction -- Overview of analytics -- Classic 1 Reporting -- Classic 2 Profiling -- Classic 3 Migration analysis -- Classic 4 Customer segmentation -- Classic 5 Trend analysis market and sales forecasting -- Classic 6 Attribute importance analysis -- Classic 7 Individual prediction models -- Conclusions -- 4.2.Big data analytics -- Introduction -- Big data area 1 Web analytics -- Big data area 2 Customer journey analysis -- Big data area 3 Attribution modeling -- Big data area 4 Dynamic targeting -- Big data area 5 Integrated big data models -- Big data area 6 Social listening -- Big data area 7 Social network analysis -- Emerging techniques -- Conclusions -- 4.3.Creating impact with storytelling and visualization -- Introduction -- Failure factors for creating impact -- Storytelling -- Visualization -- Choosing the chart type -- Conclusions -- 5.Building successful big data capabilities -- Introduction -- Transformation to create successful analytical competence -- Building Block 1 Process -- Building Block 2 People -- Building Block 3 Systems -- Building Block 4 Organization -- Conclusions -- 6.Every business has (big) data; let's use them -- Introduction -- Case 1 CLV calculation for energy company -- Case 2 Holistic marketing approach by big data integration at an insurance company -- Case 3 Implementation of big data analytics for relevant personalization at an online retailer -- Case 4 Attribution modeling at an online retailer -- Case 5 Initial social network analytics at a telecom provider -- Conclusions -- 7.Concluding thoughts and key learning points -- Concluding thoughts -- Key learning points
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781317561910
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
99966281914
System control number
(NhCcYBP)12798086
Label
Creating value with big data analytics : making smarter marketing decisions, Peter Verhoef, Edwin Kooge and Natasha Walk
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Machine generated contents note: 1.Big data challenges -- Introduction -- Explosion of data -- Big data become the norm, but... -- Our objectives -- Our approach -- Reading guide -- 2.Creating value using big data analytics -- Introduction -- Big data value creation model -- The role of culture -- Big data analytics -- From big data analytics to value creation -- Value creation model as guidance for book -- Conclusions -- 2.1.Value-to-customer metrics -- Introduction -- Market metrics -- New big data market metrics -- Brand metrics -- New big data brand metrics -- Customer metrics -- New big data customer metrics -- V2S metrics -- Should firms collect all V2C metrics? -- Conclusions -- 2.2.Value-to-firm metrics -- Introduction -- Market metrics -- Brand metrics -- Customer metrics -- Customer lifetime value -- New big data metrics -- Marketing ROI -- Conclusions -- 3.Data, data everywhere -- Introduction -- Data sources and data types -- Using the different data sources in the era of big data -- Data warehouse -- Database structures -- Data quality -- Missing values and data fusion -- Conclusions -- 3.1.Data integration -- Introduction -- Integrating data sources -- Dealing with different data types -- Data integration in the era of big data -- Conclusions -- 3.2.Customer privacy and data security -- Introduction -- Why is privacy a big issue? -- What is privacy? -- Customers and privacy -- Governments and privacy legislation -- Privacy and ethics -- Privacy policies -- Privacy and internal data analytics -- Data security -- Conclusions -- 4.How big data are changing analytics -- Introduction -- The power of analytics -- Different sophistication levels -- General types of marketing analysis -- Strategies for analyzing big data -- How big data changes analytics -- Generic big data changes in analytics -- Conclusions -- 4.1.Classic data analytics -- Introduction -- Overview of analytics -- Classic 1 Reporting -- Classic 2 Profiling -- Classic 3 Migration analysis -- Classic 4 Customer segmentation -- Classic 5 Trend analysis market and sales forecasting -- Classic 6 Attribute importance analysis -- Classic 7 Individual prediction models -- Conclusions -- 4.2.Big data analytics -- Introduction -- Big data area 1 Web analytics -- Big data area 2 Customer journey analysis -- Big data area 3 Attribution modeling -- Big data area 4 Dynamic targeting -- Big data area 5 Integrated big data models -- Big data area 6 Social listening -- Big data area 7 Social network analysis -- Emerging techniques -- Conclusions -- 4.3.Creating impact with storytelling and visualization -- Introduction -- Failure factors for creating impact -- Storytelling -- Visualization -- Choosing the chart type -- Conclusions -- 5.Building successful big data capabilities -- Introduction -- Transformation to create successful analytical competence -- Building Block 1 Process -- Building Block 2 People -- Building Block 3 Systems -- Building Block 4 Organization -- Conclusions -- 6.Every business has (big) data; let's use them -- Introduction -- Case 1 CLV calculation for energy company -- Case 2 Holistic marketing approach by big data integration at an insurance company -- Case 3 Implementation of big data analytics for relevant personalization at an online retailer -- Case 4 Attribution modeling at an online retailer -- Case 5 Initial social network analytics at a telecom provider -- Conclusions -- 7.Concluding thoughts and key learning points -- Concluding thoughts -- Key learning points
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781317561910
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
99966281914
System control number
(NhCcYBP)12798086

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