The big data-driven business: how to use big data to win customers, beat competitors, and boost profits
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2015
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 214 S. |
| ISBN: | 9781118889800 |
Internformat
MARC
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-027799578 | ||
Datensatz im Suchindex
| _version_ | 1804152995419521024 |
|---|---|
| adam_text | Contents
Acknowledgments
vii
Introduction: Why We Wrote This Book,
and How It Can Help You
ix
Ί
Big Data, Big Benefits
1
2
The Evolution of the Customer-Focused,
Data-Driven
Business
15
3
The Evolution of the Buyer s Journey, or How the
Internet Killed the Three-Martini Lunch
25
4
The Marketing Stack
—
Why CMOs and ClOs Are
Working Together
35
The Software in the Stack
48
5
How Technology Bridges the Gap between
Marketing and Sales
55
Technology Brings Harmony between Sales and Marketing
at DocuSign
62
How Bizo Used Data to Boost Marketing-Sales Alignment
64
6
Data and the Rise of Online Advertising
69
Earty Uses of Audience Data
72
Early Marketing Analytics
—
Audience Auditing
73
The Rise of Internet Advertising
74
Ad Networks 7S
Audience Platforms
75
ІИ
lir
Contents
Online Advertising Exchanges
Retargeted Display Ads 77
Sodai
Media Advertising s Powerful Leap forward
78
How Marketers Are Putting Data on Display
79
7
Using Data to Better Understand Customers
and Pursue Prospects
85
Netfìix
Flexes Its Data Muscle
88
SaaS and Its Powerful Window on the Customer
90
The Power of Predictive Lead Modeling
91
Data Isn t Reserved for Dot-Corns
93
8
The Arrival of Left-Brained Leaders and the
Rise of the Marketing Department
97
9
Implementing a Big Data Plan (Sometimes by
Thinking Small)
1
Ί
3
Eleven Principles to Follow When Bringing Big Data into
Your Business
123
10
Measurement, Testing, and Attribution
133
Data and Measurement
136
Measuring the Power of Display Ads
138
Data and Testing
138
Data and Attribution
140
Attributions Big Day
144
11
Data Can Be a Matter of Corporate
Life and Death
Ί49
TheDead
155
Near-Death Experience
161
Culture Oash
162
Missed Opportunity
165
Whistling Past the Graveyard?
166
Schadenfreude?
167
12
Using Data Responsibly
169
Privacy and
ОпВпе
Advertising
173
Privacy and the Corporate Database
176
The Responsibmty of
Corporations
179
Contents
13 Big
Data s
Big
Future
183
How
Cleversafe
Harnessed the Power of Data
187
Key Trends Defining Big Data s Future
188
The Human Touch Remains Essential
206
Index
209
|
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| discipline | Informatik |
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| id | DE-604.BV042363164 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T01:19:34Z |
| institution | BVB |
| isbn | 9781118889800 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027799578 |
| oclc_num | 904181685 |
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| owner_facet | DE-473 DE-BY-UBG DE-2070s |
| physical | X, 214 S. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Wiley |
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| spelling | Glass, Russell 1976- Verfasser (DE-588)1067107118 aut The big data-driven business how to use big data to win customers, beat competitors, and boost profits Russell Glass ; Sean Callahan Hoboken, NJ Wiley 2015 X, 214 S. txt rdacontent n rdamedia nc rdacarrier Big Data (DE-588)4802620-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Big Data (DE-588)4802620-7 s DE-604 Callahan, Sean Verfasser (DE-588)1067107606 aut Erscheint auch als Online-Ausgabe, EPUB 978-1-118-88978-7 Erscheint auch als Online-Ausgabe, PDF 978-1-118-88984-8 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027799578&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Glass, Russell 1976- Callahan, Sean The big data-driven business how to use big data to win customers, beat competitors, and boost profits Big Data (DE-588)4802620-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4802620-7 (DE-588)4061963-1 |
| title | The big data-driven business how to use big data to win customers, beat competitors, and boost profits |
| title_auth | The big data-driven business how to use big data to win customers, beat competitors, and boost profits |
| title_exact_search | The big data-driven business how to use big data to win customers, beat competitors, and boost profits |
| title_full | The big data-driven business how to use big data to win customers, beat competitors, and boost profits Russell Glass ; Sean Callahan |
| title_fullStr | The big data-driven business how to use big data to win customers, beat competitors, and boost profits Russell Glass ; Sean Callahan |
| title_full_unstemmed | The big data-driven business how to use big data to win customers, beat competitors, and boost profits Russell Glass ; Sean Callahan |
| title_short | The big data-driven business |
| title_sort | the big data driven business how to use big data to win customers beat competitors and boost profits |
| title_sub | how to use big data to win customers, beat competitors, and boost profits |
| topic | Big Data (DE-588)4802620-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Big Data Unternehmen |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027799578&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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