The Resource Engaging customers using big data : how marketing analytics are transforming business, Arvind Sathi

Engaging customers using big data : how marketing analytics are transforming business, Arvind Sathi

Label
Engaging customers using big data : how marketing analytics are transforming business
Title
Engaging customers using big data
Title remainder
how marketing analytics are transforming business
Statement of responsibility
Arvind Sathi
Creator
Subject
Language
eng
Summary
  • "Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. This book shows marketers today how to seek small samples from their customers to observe their behavior, predict changes, and act using a series of unconnected business actions. Big Data has changed the game completely--we can connect with customers, record every click on the web, watch every step in the store, and listen to all public conversations. Unlike today's environment, where marketers broadcast across a set of customer segments, we can now personalize our communications to each customer based on their current predisposition to the products being sold. The book makes three major propositions: 1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior. 2. Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools. 3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before. These changes have tremendous impact on our marketing processes and capabilities. In the first half of the book, using a series of examples from big data pioneers, such as PF Chang's, Best Buy, Google, and IBM, Sathi describes how each marketing function is undergoing fundamental changes: how personalized advertising is delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention; how customer behaviors are collected from a variety of sources across many industries and examined to identify micro segments; and how online and physical stores collaborate to provide a unified shopping experience and deliver product information. The second half of the book examines the tools and techniques for marketing science in support of these capabilities including statistical techniques, qualitative reasoning, and real-time pattern detection, to name a few. Based on these changes, the book prescribes the changes needed to update our skill and tools for Marketing Analytics. "--
  • "Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. Marketers today seek small samples from their customers to observe their behavior, predict changes and act using a series of unconnected business actions. Big Data has changed the game completely. We can connect with the customers, record every click on the web, watch every step in the store and listen to all the public conversations. Unlike today's environment, where marketers broadcasted across a set of customer segments, we can now personalize the communications to each customer based on their current predisposition to the products being sold. The book makes three major propositions: 1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior. 2. Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools. 3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before. These changes have tremendous impact on our marketing processes and capabilities"--
Assigning source
  • Provided by publisher
  • Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Sathi, Arvind
Illustrations
illustrations
Index
index present
LC call number
HF5415.13
LC item number
.S273 2014
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Marketing
  • Marketing
  • Internet marketing
  • Consumer behavior
  • Marketing research
  • Big data
  • BUSINESS & ECONOMICS / Advertising & Promotion
  • BUSINESS & ECONOMICS / Marketing / General
  • BUSINESS & ECONOMICS / Marketing / Research
  • Big data
  • Consumer behavior
  • Internet marketing
  • Marketing
  • Marketing
  • Marketing research
  • Marketingforschung
  • Massendaten
  • Online-Marketing
  • Verbraucherverhalten
Label
Engaging customers using big data : how marketing analytics are transforming business, Arvind Sathi
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
Machine generated contents note: -- Foreword -- PART I: INTRODUCTION -- 1. Why this Book? -- 2. Data Sources -- 3. Audience -- 4. Book Overview -- PART II: DISRUPTIVE FORCES -- 5. Introduction -- 6. Social Media and the Empowered Customer -- 7. Emergence of Big Data -- 8. Advanced Analytics -- 9. Public and Private Clouds and the Data Bazaar -- 10. Summary -- PART III: PIONEERS -- 11. Introduction -- 12. Consumer Research -- 13. Advertising -- 14. Promotions -- 15. Shopper Tracking -- 16. Order Tracking -- 17. Summary -- PART IV: PROPOSITION 1 -- BIG DATA MEANS A LOT MORE OBSERVATIONS -- 18. Introduction -- 19. Data -- 20. Analytics -- 21. Change with Big Data -- 22. Summary -- PART V: PROPOSITION 2 -- AUTOMATION AND SOCIAL MEDIA -- 23. Listening -- 24. Conversations -- 25. Participation in Games -- 26. Endorsements -- 27. Ambassadors and Advisors -- 28. Summary -- PART VI: PROPOSITION 3 -- PERSONALIZED MARKETING -- 29. Introduction -- 30. Micro Segmentation -- 31. Directed Communication -- 32. Privacy Management -- 33. Single Customer View -- 34. Cross Channel Management -- 35. Organizational Implications -- 36. Summary -- PART VII: TECHNOLOGICAL ENABLERS -- 37. Introduction -- 38. Unstructured Data Analysis -- 39. Pattern Discovery -- 40. Experiment Design -- 41. Customer Identity Resolution -- 42. Real-time Bidding -- 43. Summary -- PART VIII: SKILLS REQUIREMENTS -- DATA SCIENTISTS AND DATA ENGINEERS -- 44. Introduction -- 45. Data Warehouse and Business Intelligence Skills -- 46. Data Scientist -- 47. Data Engineer -- 48. Analytics as a Service -- 49. Evolution vs. Revolution -- 50. Summary -- PART IX: WHERE ARE WE HEADED? -- 51. Introduction -- 52. What did we cover? -- 53. What is the impact? -- 54. How can we get ready for the changes? -- 55. Conclusions
Dimensions
25 cm
Extent
xiv, 215 pages
Isbn
9781137386182
Isbn Type
(hardback)
Lccn
2014000959
Media category
unmediated
Media MARC source
rdamedia
Other control number
40023930008
System control number
  • (OCoLC)871331677
  • (OCoLC)ocn871331677
Label
Engaging customers using big data : how marketing analytics are transforming business, Arvind Sathi
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
Machine generated contents note: -- Foreword -- PART I: INTRODUCTION -- 1. Why this Book? -- 2. Data Sources -- 3. Audience -- 4. Book Overview -- PART II: DISRUPTIVE FORCES -- 5. Introduction -- 6. Social Media and the Empowered Customer -- 7. Emergence of Big Data -- 8. Advanced Analytics -- 9. Public and Private Clouds and the Data Bazaar -- 10. Summary -- PART III: PIONEERS -- 11. Introduction -- 12. Consumer Research -- 13. Advertising -- 14. Promotions -- 15. Shopper Tracking -- 16. Order Tracking -- 17. Summary -- PART IV: PROPOSITION 1 -- BIG DATA MEANS A LOT MORE OBSERVATIONS -- 18. Introduction -- 19. Data -- 20. Analytics -- 21. Change with Big Data -- 22. Summary -- PART V: PROPOSITION 2 -- AUTOMATION AND SOCIAL MEDIA -- 23. Listening -- 24. Conversations -- 25. Participation in Games -- 26. Endorsements -- 27. Ambassadors and Advisors -- 28. Summary -- PART VI: PROPOSITION 3 -- PERSONALIZED MARKETING -- 29. Introduction -- 30. Micro Segmentation -- 31. Directed Communication -- 32. Privacy Management -- 33. Single Customer View -- 34. Cross Channel Management -- 35. Organizational Implications -- 36. Summary -- PART VII: TECHNOLOGICAL ENABLERS -- 37. Introduction -- 38. Unstructured Data Analysis -- 39. Pattern Discovery -- 40. Experiment Design -- 41. Customer Identity Resolution -- 42. Real-time Bidding -- 43. Summary -- PART VIII: SKILLS REQUIREMENTS -- DATA SCIENTISTS AND DATA ENGINEERS -- 44. Introduction -- 45. Data Warehouse and Business Intelligence Skills -- 46. Data Scientist -- 47. Data Engineer -- 48. Analytics as a Service -- 49. Evolution vs. Revolution -- 50. Summary -- PART IX: WHERE ARE WE HEADED? -- 51. Introduction -- 52. What did we cover? -- 53. What is the impact? -- 54. How can we get ready for the changes? -- 55. Conclusions
Dimensions
25 cm
Extent
xiv, 215 pages
Isbn
9781137386182
Isbn Type
(hardback)
Lccn
2014000959
Media category
unmediated
Media MARC source
rdamedia
Other control number
40023930008
System control number
  • (OCoLC)871331677
  • (OCoLC)ocn871331677

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