Big Data-Driven Business

How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

Inbunden, Engelska, 2015

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Beskrivning

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 enterpriseExplore why major corporations are betting their companies on marketing technologyRead case studies of big data winners and losersDiscover how to change privacy and security, and remodel marketingBetter 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.

Produktinformation

Utgivningsdatum:2015-01-20
Mått:164 x 236 x 22 mm
Vikt:395 g
Format:Inbunden
Språk:Engelska
Antal sidor:224
Förlag:John Wiley & Sons Inc
ISBN:9781118889800

Utforska kategorier

Systemvetenskap och AI inom Data och IT

Mer om författaren

RUSSELL GLASS is the Head of B2B Marketing Products for LinkedIn. A seasoned technology entrepreneur, Russ founded and then served as president and CEO of Bizo, a B2B audience marketing and data platform, which was acquired for $175 million by LinkedIn in 2014. During his tenure at Bizo, he grew the company to a $50 million plus revenue run-rate and to more than 150 employees before it was acquired. At LinkedIn, he injects his deep knowledge about the B2B marketing ecosystem to help build the next generation of content-based marketing products for the company. Russ has also founded or held senior positions at four venture-backed technology companies. He is a big believer that great cultures equal great companies, and has integrated this philosophy into all of his roles. He’s passionate about family, Duke basketball, golf and just about anything in HD.SEAN CALLAHAN is the senior manager-content marketing at LinkedIn. Formerly, he was a marketing director at Bizo and an editor and reporter at Crain Communications. His freelance journalism has appeared in the New York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine, Salon.com, and SI.com.

Innehållsförteckning

Acknowledgments vii Introduction: Why We Wrote This Book, and How It Can Help You ix1 Big Data, Big Benefits 12 The Evolution of the Customer-Focused, Data-Driven Business 153 The Evolution of the Buyer’s Journey, or How the Internet Killed the Three-Martini Lunch 254 The Marketing Stack—Why CMOs and CIOs Are Working Together 35The Software in the Stack 485 How Technology Bridges the Gap between Marketing and Sales 55Technology Brings Harmony between Sales and Marketing at DocuSign 62How Bizo Used Data to Boost Marketing–Sales Alignment 646 Data and the Rise of Online Advertising 69Early Uses of Audience Data 72Early Marketing Analytics—Audience Auditing 73The Rise of Internet Advertising 74Ad Networks 75Audience Platforms 75Online Advertising Exchanges 76Retargeted Display Ads 77Social Media Advertising’s Powerful Leap Forward 78How Marketers Are Putting Data on Display 797 Using Data to Better Understand Customers and Pursue Prospects 85Netflix Flexes Its Data Muscle 88SaaS and Its Powerful Window on the Customer 90The Power of Predictive Lead Modeling 91Data Isn’t Reserved for Dot-Coms 938 The Arrival of Left-Brained Leaders and the Rise of the Marketing Department 979 Implementing a Big Data Plan (Sometimes by Thinking Small) 113Eleven Principles to Follow When Bringing Big Data into Your Business 12310 Measurement, Testing, and Attribution 133Data and Measurement 136Measuring the Power of Display Ads 138Data and Testing 138Data and Attribution 140Attribution’s Big Day 14411 Data Can Be a Matter of Corporate Life and Death 149The Dead 155Near-Death Experience 161Culture Clash 162Missed Opportunity 165Whistling Past the Graveyard? 166Schadenfreude? 16712 Using Data Responsibly 169Privacy and Online Advertising 173Privacy and the Corporate Database 176The Responsibility of Corporations 17913 Big Data’s Big Future 183How Cleversafe Harnessed the Power of Data 187Key Trends Defining Big Data’s Future 188The Human Touch Remains Essential 206Index 209