| Edition |
First edition. |
| Description |
1 online resource (156 pages) : illustrations. |
|
text rdacontent |
|
computer rdamedia |
|
online resource rdacarrier |
| Series |
Marketing strategy collection, 2150-9662 |
|
2014 digital library.
|
|
Marketing strategy collection. 2150-9662.
|
| Note |
Part of: 2014 digital library. |
| Bibliography |
Includes bibliographical references (pages 149-150) and index. |
| Contents |
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. |
| Access |
Access restricted to authorized users and institutions. |
| Summary |
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. |
| Note |
Title from PDF title page (viewed on January 5, 2014). |
| Subject |
Customer relations -- Management.
|
| Indexed Term |
big data |
|
customer relationship management |
|
customer strategy |
|
omnichannel marketing, |
|
multichannel marketing |
|
shopper journey |
|
path to purchase |
|
attribution modeling |
|
dynamic customer strategy |
|
integrated marketing management |
|
marketing automation |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: 9781606496961 |
| ISBN |
9781606496961 (paperback) |
|
9781606496978 (electronic bk.) |
|
